The multichannel challenge: integrating customer experiences for profit
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| Main Authors: | , , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Amsterdam [u.a.]
Elsevier
2008
|
| Edition: | 1. ed. |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | XXII, 218 S. Ill., graph. Darst. |
| ISBN: | 9780750687119 |
Staff View
MARC
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| 245 | 1 | 0 | |a The multichannel challenge |b integrating customer experiences for profit |c Hugh Wilson, Rod Street and Lindsay Bruce |
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Contents
List of Figures viii
List of Tables x
Acknowledgements xi
Foreword xiii
Introduction xvii
So what is multichannel? xviii
The structure of the book xix
Part 1: The case for multichannel 1
1 The importance of channels 3
Another book on channels? 5
The significance of your multichannel strategy 13
2 Making multichannel a source of competitive advantage 21
How to create advantage from multichannel 23
The big questions 24
Conclusion 55
3 Multichannel diagnostic 57
Use of the diagnostic 59
Part 2: Developing multichannel strategy 69
4 Defining the right channel combinations to offer 71
Understanding market context 74
Channel chain analysis 81
5 Integrating the multichannel proposition 97
Integrating across products and segments: the coverage map 99
Integrating across channels 112
6 Building the case for change 121
The channel curve 123
Calculating channel costs 127
The prioritisation matrix 129
Building a full financial case 136
Part 3: Making multichannel work in practice 141
7 Organising for successful change 143
Fundamentals of organisational structure 146
Resolving contradiction between stakeholder groups 158
Change management 164
Tracking and measuring effectiveness 175
Measuring strategically 177
Measuring in a multichannel environment 178
Choosing the right things to measure 178
Understanding and measuring channel crossover effects 187
Gathering the data 189
Pulling the data together 195
Encouraging customers to use channels effectively 199
What's in it for the customer? 203
What makes people migrate to a new channel? 204
Speeding up the process 208
The final challenge 213
Index
215
List of Figures
2.1 Wheel of innovation for multichannel strategy 25
2.2 Strategic criteria for channel change 27
2.3 Creating the integrated multichannel strategy 38
2.4 Global drivers of CRM success (IBM, 2004) 47
3.1 Summary exposure chart (illustrative example) 66
3.2 Output from overview domain (illustrative example) 67
4.1 The multichannel strategy process 73
4.2 Market map - insurance company 75
4.3 Market map - office equipment manufacturer 76
4.4 Segmentation of market for annuities 77
4.5 Perceptual map - IT company 79
4.6 Export consultancy - perceptual map 80
4.7 Export consultancy - Directional Policy Matrix 81
4.8 Channel chains - a department store 82
4.9 Channel chains - export consultancy 83
4.10 Channel phase table - a business school 84
4.11 Cluster analysis of channel use - London Symphony
Orchestra 86
4.12 Current channel chains - hotel chain 87
4.13 Channel chains - General Motors Europe 89
4.14 Inviting interaction - GM's email newsletter 91
4.15 Alternative presentation of channel chains -
The Sunworshippers 92
4.16 Travel purchase - The Sunworshippers 93
4.17 Alternative presentation of channel chains -
John and Mary Lively 94
4.18 Travel purchase - John and Mary Lively 94
4.19 Current channel chain - Infinite Innovation Inc. 95
4.20 Future channel chain - Infinite Innovation Inc. 95
5.1 Coverage map - business-to-business telecoms provider 100
5.2 Coverage map - BT Major Customers Division 102
5.3 Coverage map - IBM 105
5.4 Current coverage map - Infinite Innovation Inc. 109
5.5 Future coverage map - Infinite Innovation Inc. Ill
5.6 Scenario analysis 113
5.7 Scenario analysis and emotions - a travel company 114
5.8 Towards a flexible CRM architecture 115
5.9 Differences in multichannel consistency across customer
groups 120
6.1 Channel curve - a books market segment 124
6.2 Channel curve - pensions 125
6.3 Channel curve 126
6.4 Tjan's Internet portfolio matrix 130
6.5 Prioritising multichannel projects 131
6.6 Prioritisation matrix - insurance company 132
6.7 Channel curve data - extranet for insurance IFAs 134
6.8 Prioritisation matrix - Infinite Innovation Inc. 135
6.9 Financial impact of channel strategies 137
7.1 BT Major Customers structure 147
7.2 The cultural web 160
7.3 How marketers are perceived by senior non-marketers 161
7.4 The Waterfall Model 166
7.5 The benefits dependency network - a pharmaceutical
company 169
8.1 Cause and effect model - large UK retailer 181
8.2 Channel attractiveness branch from Figure 8.1 182
8.3 Tracking conversion ratios - British Gas 184
8.4 Channel chain and metrics - high-street chain 186
8.5 Multichannel scorecard for retailer 187
8.6 Multistage control groups 192
8.7 Control group evaluation in services company (1) 193
8.8 Control group evaluation in services company (2) 194
8.9 Variables in an econometric modelling study 194
8.10 Econometric modelling to assess drivers of web visits 195
8.11 Expense to revenue ratio - BT Business 196
9.1 Technology adoption process 202
9.2 Product form lifecycle 211
List of Tables
2.1 Inappropriate channel assumptions 24
3.1 Multichannel diagnostic - overview domain 62
3.2 Multichannel diagnostic - experience domain 63
3.3 Multichannel diagnostic - access domain 64
3.4 Multichannel diagnostic - cost domain 65
5.1 Defining route to market responsibilities at IBM 106
5.2 Criteria for determining sales complexity - Infinite
Innovation Inc. 108
5.3 Sales complexity scoring - Infinite Innovation Inc. 108
5.4 The importance of multichannel consistency in a large
business-to-business firm 118
5.5 Five killer questions to check multichannel consistency 119
6.1 Analysing channel costs - an airline 127
6.2 Cost comparison - field only versus multichannel 129
8.1 Efficiency of a banner ad campaign 185
8.2 Control cells - customer magazine impact 190
8.3 Control cells - impact of email campaign 191 |
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| author | Wilson, Hugh 1962- Street, Rod Bruce, Lindsay |
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| discipline | Wirtschaftswissenschaften |
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| indexdate | 2025-04-10T12:01:20Z |
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| isbn | 9780750687119 |
| language | English |
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| physical | XXII, 218 S. Ill., graph. Darst. |
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| spelling | Wilson, Hugh 1962- Verfasser (DE-588)133264769 aut The multichannel challenge integrating customer experiences for profit Hugh Wilson, Rod Street and Lindsay Bruce 1. ed. Amsterdam [u.a.] Elsevier 2008 XXII, 218 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Customer services Marketing channels Organizational effectiveness Mehrgleisiger Vertrieb (DE-588)4725388-5 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Marketingstrategie (DE-588)4120697-6 gnd rswk-swf Kundenmanagement (DE-588)4236865-0 gnd rswk-swf Marketing Mehrgleisiger Vertrieb Kundenmanagement Integration Marketing (DE-588)4037589-4 s Mehrgleisiger Vertrieb (DE-588)4725388-5 s Kundenmanagement (DE-588)4236865-0 s DE-604 Marketingstrategie (DE-588)4120697-6 s DE-188 Street, Rod Verfasser aut Bruce, Lindsay Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017691451&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Wilson, Hugh 1962- Street, Rod Bruce, Lindsay The multichannel challenge integrating customer experiences for profit Customer services Marketing channels Organizational effectiveness Mehrgleisiger Vertrieb (DE-588)4725388-5 gnd Marketing (DE-588)4037589-4 gnd Marketingstrategie (DE-588)4120697-6 gnd Kundenmanagement (DE-588)4236865-0 gnd |
| subject_GND | (DE-588)4725388-5 (DE-588)4037589-4 (DE-588)4120697-6 (DE-588)4236865-0 |
| title | The multichannel challenge integrating customer experiences for profit |
| title_auth | The multichannel challenge integrating customer experiences for profit |
| title_exact_search | The multichannel challenge integrating customer experiences for profit |
| title_full | The multichannel challenge integrating customer experiences for profit Hugh Wilson, Rod Street and Lindsay Bruce |
| title_fullStr | The multichannel challenge integrating customer experiences for profit Hugh Wilson, Rod Street and Lindsay Bruce |
| title_full_unstemmed | The multichannel challenge integrating customer experiences for profit Hugh Wilson, Rod Street and Lindsay Bruce |
| title_short | The multichannel challenge |
| title_sort | the multichannel challenge integrating customer experiences for profit |
| title_sub | integrating customer experiences for profit |
| topic | Customer services Marketing channels Organizational effectiveness Mehrgleisiger Vertrieb (DE-588)4725388-5 gnd Marketing (DE-588)4037589-4 gnd Marketingstrategie (DE-588)4120697-6 gnd Kundenmanagement (DE-588)4236865-0 gnd |
| topic_facet | Customer services Marketing channels Organizational effectiveness Mehrgleisiger Vertrieb Marketing Marketingstrategie Kundenmanagement |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017691451&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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