Introduction; The case for change (1): treat different customers differently (Case study: IBM); The case for change (2): channel combining for wealth (Case study: BT Major Business); The case for priority: picking win-winners (Case study: Intelligent Finance); The case for investment: mind the gap (Case study: General Motors - two generations of multi-channel CRM); Executing channel change (Case studies: DVLA, First Direct); Multi-channel metrics: where's the customer gone? (Case study: Taylor Woodrow); Postlude: Future sense.
" 'Should we improve customer experience or reduce channel costs?' Through the breakthrough concept of channel chains, this influential team shows how we can do both at the same time, with startling results. A wake-up call that's useful, fresh, and above all, practical."Don Peppers and Martha Rogers, Ph.D., authors of Rules to Break and Laws to Follow and co-founders of Peppers & Rogers Group"Raises multichannel customer management to another level with a complete toolbox of concepts, cases and techniques. A great piece of work. Excellent writing, too."Don Schultz, Professor Emeritus-in-Service of Integrated Marketing Communication, Northwestern University
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