The Multichannel Guideline for Your Business and Your Customers
Multichannel business models have been around for a long time, but it’s only in the last few years that they have begun to be regarded as a challenge that is crucial to a company’s success. The multichannel concept has acquired many names – crosschannel, omnichannel, and several others – but it always comes down to the same question: “How can a company consistently inform, communicate, sell, service, and encourage long-term enthusiasm in its customers using all contemporary and future channels?”
Multichannel as a competitive advantage
New technologies offer new possibilities. In the past, this has always led to restructuring in the market. The Multichannel Guidelines provide managers and experts with an overview of current opportunities. Read these guidelines to find out how you can turn the rapidly growing number of communication and sales channels from a challenge into a competitive edge. This much we can already reveal: you will first need to have consistent data, stable processes, and an appropriate organisational model before you can even begin to think about introducing new channels and touch points.
Jonathan Moeller author and founder of foryouandyourcustomers, is an e-commerce pioneer and a multichannel business expert. He is married and lives with his family in Grüt (near Zurich), Switzerland.
He has been advising companies in Europe since 1996 and has founded and helped to develop three international companies with several hundred employees. His customers include Bank for International Settlements, Bobcat, Bridgestone, Coca-Cola, Danone, Distrelec, Elektro-Material, de Bijenkorf, Fabory, Freitag, Hansgrohe, Hewlett-Packard, Hornbach, Hostelling International, Kleertjes, Liebherr, Mammut, Migros, Mövenpick, OPO Oeschger, Phonak, Puma, Richemont, Roche, Swiss Federal Railways (SBB), Swiss International Air Lines, Syngenta, Takeda, and Tamedia.
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