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ChatGPT Multi-channel marketing rukt op
Op CRM Today gisteren een goed verhaal over veranderend consumentengedrag en – hiermee samenhangend – de sterke opkomst van multi-channel marketing bij financi�le dienstverleners. Bedrijven die excellereren op het vlak van multi-channel marketing blijken te focussen op een drietal stategische stappen:
– Developing the Plan – Effective distribution strategies begin with a solid plan. Providers must be aware of key trends in the market and understand how to link customer data with there channel strategies. In addition, executives must identify the universe of channel possibilities and systematically evaluate their cost to deploy, fit with the current organization, and potential interactions to arrive at the optimal solution for their organization.
– Building the Organization – To deliver multi-channel excellence, providers must create an environment, which supports multi-channel success. This process goes well beyond formal organizational structure to include employee development, communication, change management, incentives, and performance measurement.
– Executing the Strategy – Ultimately, only flawless execution will deliver on the promise of multi-channel distribution. Successfully managing several key challenges including, coherent branding, reengineering existing assets, developing new assets, encouraging customers to adopt new channels, and delivering consistent service quality, will all prove key to achieving the desired result.
Eerder, in maart 2003, was ook ABN AMRO bij de lancering van haar nieuwe internetsite open over haal multi-channel aanpak. Uit de presentatie (die inmiddels niet meer online te vinden is) komt deze sheet.
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