multichannel customer.pdf
(
220.8KB)
Multichannel customer management is the design, deployment, coordination, and evaluation of channels through which firms and customers interact, with the goal of enhancing customer value through effective customer acquisition, retention, and development. The authors identify five major challenges practitioners must address to manage the multichannel environment more effectively: (1) data integration, (2) understanding consumer behavior, (3) channel evaluation, (4) allocation of resources across channels, an