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The Multichannel Challenge
ISBN-13:
9781136356711
Veröffentl:
2008
Seiten:
240
Autor:
Hugh Wilson
eBook Typ:
PDF
eBook Format:
EPUB
Kopierschutz:
2 - DRM Adobe
Sprache:
Englisch
Beschreibung:
Based on work from the Cranfield Customer Management Forum, this is an essential practical guide for senior management in key areas like marketing, sales, customer services, and strategy.
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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