The Multichannel Challenge

ISBN-13: 9781138441040 / Angielski / Twarda / 2017

Hugh Wilson;Rod Street;Lindsay Bruce

Opis

While innovation in products and services continues apace, today‘s competitive strategy is equally based on innovation in the route to market. Tesco.com, Direct Line, First Direct and easyJet are just a few examples of innovative channel strategies as a key component of the value proposition. We find ourselves in a multi-channel world. This book is drawn from the experience of major companies such as IBM, First Direct, Taylor Woodrow and BT. Lessons are explained clearly: be Multi not multiple; channels as weapons; think combinations; design from the top, but think people and measure it. The key concepts are backed by carefully tested practical advice from making organisational change to understanding channel metrics. Based on work from Cranfield's world leading Customer Management Forum, this is the essential practical guide for senior management in key areas like marketing, sales, customer services and strategy.

Recenzje

“ ‘Should we improve customer experience or reduce channel costs?’ Through the breakthrough concept of channel chains, this influential team shows how we can do both at the same time, with startling results. A wake-up call that's useful, fresh, and above all, practical.”
Don Peppers and Martha Rogers, Ph.D., authors of Rules to Break and Laws to Follow and co-founders of Peppers & Rogers Group

“Raises multichannel customer management to another level with a complete toolbox of concepts, cases and techniques. A great piece of work. Excellent writing, too.”
Don Schultz, Professor Emeritus-in-Service of Integrated Marketing Communication, Northwestern University

Spis treści

Part 1 The case for multichannel; Chapter 1 The importance of channels; Chapter 2 Making multichannel a source of competitive advantage; Chapter 3 Multichannel diagnostic; Part 2 Developing multichannel strategy; Chapter 4 Defining the right channel combinations to offer; Chapter 5 Integrating the multichannel proposition; Chapter 6 Building the case for change; Part 3 Making multichannel work in practice; Chapter 7 Organising for successful change; Chapter 8 Tracking and measuring effectiveness; Chapter 9 Encouraging customers to use channels effectively;

O autorze

Hugh Wilson, Rod Street, Lindsay Bruce