The Multi-Channel Integration Process in CRM

This paper reviews the multi-channel integration process in customer relationship management (CRM) with the objective of providing an understanding of channel management within CRM and guidelines for the development of an integrated multi-channel strategy.

The multi-channel integration process has a pivotal role to play in CRM as it takes the outputs of the business strategy and value creation processes and translates them into value-adding interactions with customers. These include all pre-sales communications, the sales interaction, post-sale service and support with the customer.

About the author

Adrian Payne is Professor of Services and Relationship Marketing and Director of the Centre for Customer Relationship Management at the Cranfield School of Management, Cranfield University. He has practical experience in marketing, market research, corporate planning and general management. His previous appointments include positions as chief executive for a manufacturing company and he has also held senior appointments in corporate planning and marketing. The author wishes to thank BT Retail and SAS Institute for their support in producing this white paper.