Channel Integration Strategies: Building the Ideal Customer Experience
3. Unify channels by focusing on the customer experience. Just as good leaders treat everyone fairly but not equally, use each channel for only what it does best. This prevents unnecessary activity (and cost), and maximizes response.
4. Examine business processes, technology and information infrastructure alongside the defined customer experience. If you're investing in anything that doesn't improve the multi-access, multi-interaction experience you've defined, you're wasting money.
5. Purge cultural and reward systems that reinforce silo activity. Remember customers will move across channels to interact with you. Don't let channel accountability get in the way.