Customer Relationship Management, 1st Edition by Pearson

6

Communication and multichannels

The development of various communication channels, such as the Internet, telephone and the mass media, through which supplier and customer can communicate, requires substantial investment and effort. Suppliers will have to learn how customers make use of these channels and how they may combine this knowledge with their marketing goals. These channels will also have to be integrated with one another as well as with the personal contact points between customer and supplier. These topics are all examined in this chapter. We will first provide the definition of multichannels that we use for the integrated communication methods. Next, we will focus attention on the individual channels from which the multichannels ...