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Overview:
The range of customer channels continues to grow, with new physical and electronic options arriving all the time, each promising a slick new way of interacting with customers. These channels should help build more intimate and productive relationships with customers - but only if they're managed correctly. Exploiting channel options to the full, and hooking them up to the organisation's delivery capabilities, are the concerns of channel strategy - a practical new discipline that belongs at the heart of every mature organisation's strategic armoury. It has discovered, from involvement in many real commercial and public sector cases, six rules underlying successful channel strategy formulation and execution.
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| Format: | Size: | 154 KB | |
| Date: | Nov 2006 | ||
| Pages: | 12 |
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