For eBusiness & Channel Strategy Professionals

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	February 5, 2010 (updated February 11, 0010) Using Digital Channels To Create Breakthrough Multichannel Relationships How eBusiness Executives Can Adapt To Changing Consumer Behavior by Henry H. Harteveldt with Carrie Johnson, Elizabeth Stark, Elizabeth Davis, Kate van Geldern	Average: 9  (8 ratings)

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Executive Summary

Operating in a multichannel environment isn't new, but it's becoming increasingly complex. Customers spend more time online and increasingly use digital channels to do more than just buy goods — they now routinely use digital channels to gather information, transact, and obtain help. In response, organizations must incorporate more digital channels into their multichannel strategies and tactics, including mobile and social media. Succeeding won't be easy: Few companies are committed to supporting effective multichannel experiences. Companies that don't address this effectively put the relevancy of their digital channels, and perhaps even their brand image, at risk. To create and sustain breakthrough multichannel relationships across digital channels, eBusiness executives must deploy the right tools, like channel-appropriate communications, and rethink organizational structures to ensure that they are focused on the customer, not the channel.

TABLE OF CONTENTS

• Multichannel Consumers Are Increasingly Digitally Focused
• Companies Are Not Prepared To Deliver Good Multichannel Experiences
• Digital Strategies That Enable Successful Three-Dimensional Relationships

RECOMMENDATIONS

• For Better Multichannel Experiences, Examine Organizational Structures
• Supplemental Material
• Related Research Documents

This is an excerpt

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