Multichannel customer management: The benefits and challenges
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Merlin Stone is IBM Professor of Relationship Marketing at Bristol Business School, Business Research Leader with IBM’s business Innovation Services, and a director of QCi Ltd, Swallow Information Systems Ltd, The Database Group Ltd and ViewsCast Ltd. His consulting experience covers many sectors. He is the author of many articles and over 20 books on marketing and customer service, ‘Up close & personal — CRM @ work’, Customer relationship marketing’, ‘Sucessful customer relationship marketing’, ‘CRM in financial services’ and ‘The management scorecard’. He is a founder member of the Institute of Direct Marketing, a Fellow of the Chartered Institute of Marketing and on the editorial advisory boards of many journals. He has a first class honours degree and doctorate in economics.
Matt Hobbs is a principal consultant of the IBM Multi Channel Services Practice. With over a decade of experience in designing and implementing multichannel programmes for a variety of blue-chip clients he has contributed to many articles, books, seminars and conferences on the topic of multichannel customer management. Before joining IBM he was marketing director of the marketing strategy boutique Magenta Partnership, marketing manager of Demon Internet and managing director of his own consultancy. Matt is an active member of The Marketing Society, The Chartered Institute of Marketing and sits on the Marketing Council’s e-commerce advisory board.
Mahnaz Khaleeli is a managing consultant in the IBM Global Services’ Insurance team. She has worked on engagements in strategy, knowledge management, e-business and business processes. Before joining IBM, she completed an MBA at Imperial College, University of London. Before this, she worked for five years at Lloyd’s of London, where she led a variety of projects reviewing the operational and regulatory effectiveness of Lloyd’s entities. While working for Lloyd’s Mahnaz undertook the Chartered Institute of Marketing and Chartered Insurance Institute professional exams.
Abstract This paper defines multichannel customer management and investigates the opportunities and problems created by multichannel customer management. It explains why multichannel customer management has become an issue for serious discussion. Its aim is to help companies determine their strategies and tactics in this area. It does not provide a complete recipe for multichannel management, but rather explores the main decisions companies need to take as they add customer management channels. It identifies the importance of understanding customer needs and defining the experience customes wants from each channel and overall. It probes issues related to technology, organisation, measurement and economics. A checklist of questions to help companies examining this area is provided at the end of the paper. Professor Merlin Stone Executive Consultant, Finance Sector, Business Innovation Services, IBM United Kingdom Ltd, 76 Upper Ground, South Bank, Mailpoint GSE 1, London SE1 9PZ, UK. Tel: ⫹44 (0)20 7202 3000; Fax: ⫹44 (0)20 7202 58
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