Bertrand Duperrin's Library tagged multichannel →  View Popular

"Web plus one" may be a perfect first step in defining a multi-channel experience for your customers, but it's only that -- a first step. In my work, I've seen the insights about customer behavior and psychology that were spearheaded (and funded) by web groups trickle out into the rest of the organization, informing customer experience efforts far from the web. By feeding the work of these other groups back into the web group's work, the organization can take the next step toward developing a truly integrated customer experience strategy.

This is no small challenge, and it's a rare organization that's ready for it. Channel-specific organizational silos rarely have incentives to coordinate their activities, and in many cases have stronger incentives to go their own way. When those silos regularly compete for the same ever-shrinking slice of the budgetary pie, the cultural antipathy between them can be systemic. It takes politically savvy leadership with a strong mandate to erode those barriers.