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Companies that sell packaged-goods manufacturers, retailers, banks, and telecommunications providers - have jumped on the multi-channel bandwagon in search of cost efficiencies and higher profit. For many companies, however, these rewards have yet to materialize. Meanwhile, customers are lining up with grievances about everything from products ordered on a Web site that can't be exchanged in a store to telephone sales representatives who can't explain online promotions. They aren't the only ones complaining. Businesses bemoan the complexity of operating in a multichannel environment and the escalating costs of doing so.
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