Using Digital Channels To Create Breakthrough Multichannel Relationships

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.