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For eBusiness & Channel Strategy Professionals

Using Digital Channels To Create Breakthrough Multichannel Relationships

How eBusiness Executives Can Adapt To Changing Consumer Behavior

February 5, 2010

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Authors

  • By Henry H. Harteveldt
  • with Carrie Johnson,
  • Elizabeth Stark,
  • Elizabeth Davis,
  • Kate van Geldern

Why Read This Report

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.

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  • US Online Consumers Spend 20% More Time Online Each Week In 2009 Than In 2007
  • Web Sites Slightly Lead Call Centers As Companies' Second Most Profitable Channel
  • The Web And Call Center Capture Two Of The Top Spots For 2010 Investment Emphasis
  • eBusiness Doesn't Have Control Of The Multichannel Experience
  • eBusiness Professionals Do Not View Digital Channels As Consistently Effective

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