The Multichannel Challenge: Integrating Customer Experiences for Profit

The Multichannel Challenge: Integrating Customer Experiences for Profit

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Product Details

ISBN-13: 9780750687119
Publisher: Taylor & Francis
Publication date: 04/21/2008
Pages: 246
Product dimensions: 7.50(w) x 9.75(h) x (d)

Table of Contents

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.

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