How to Approach Multi-Channel CRM

Walk In Your Customers' Shoes and Identify the Services that Customers' Need across Channels

May 22, 2003

Your customers demand a seamless experience when they do business with you—seamless across multiple channels. We call this multi-channel CRM. We designed the Multi-Channel CRM Workshop to help. In our first workshop, attendees learned important lessons. We learned them, too. Best practices in CRM design integrate these three interrelated requirements: 1) You must thoroughly understand your customers and the ways that they want and need to do business with you. 2) You must design your business processes to support your customers and their key Customer Scenarios. 3) You must design and implement the applications that perform those business processes across multiple channels using a service-oriented Architecture.


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