The emergence of digital channels of interaction (Internet, email, social networks and smart phones), in addition to the conventional ones (store branches and call centers), has had a revolutionary effect on customer management, creating an unprecedented diversity of communication channels. The multi-channel approach has become the leading strategy in most service organizations around the globe. Using a multi-channel strategy increases the interaction with customers. As a result of this multi-channel interface, companies large and small are able to simultaneously foster customer loyalty, enhance efficiency, and increase revenues.
Figure 3 (a and b): Creating a Multi-channel Approach Nowadays, customers prefer to have multiple channels through which they can interact with the company, so that this approach has become a necessary anchor for the sales and service infrastructure of each and every firm.
Figure 4: The Multi-channel Infrastructure
Figure 5: Advantages of the Multi-channel Approach to Customer Management