Is the answer to cross-channel service like asking elephants to play with lions?by
Fresh from conducting research into multichannel service, IBM's Mark Dauban outlines the technologies and strategies that support a successful cross-channel service strategy.
The term ‘multichannel’ is almost a misnomer for what we as customers expect now, implying as it does, separate channels. Most people don’t consider the channel they’re using; they expect to interact with companies however, and whenever they want. So it’s more appropriate to talk about cross-channel, or even ‘omni-channel’ marketing, with the implication of a seamless experience - across web, phone, mobile or face to face interactions.
Neil Davey is the managing editor of MyCustomer. An experienced business journalist and editor, Neil has worked on a variety of newspapers, magazines and websites over the past 20 years, including Internet Works, CXO magazine and Business Management. He joined MyCustomer in 2007.