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This new paper from IBM explores how to build a successful multi-channel programme. It draws on some insights and data from our OSS Mortgages research and is admirable for two reasons:
1. The level of focus on customer needs: the paper makes it really clear that organisations can’t wander into a multi-channel programme without a crystal clear understanding of the goals and preferences of customers. Multi-channel isn’t just an organisational or technological activity: it’s about aligning the way the company works with what customers want.
2. The call for focus and restraint in programme scope: The paper essentially argues that multi-channel should start with getting one important customer journey absolutely right. This can then become the platform for extending multi-channel capabilities and building out the wider business case. When IBM tell you that most multi-channel programmes are too broad and ambitious it’s worth sitting up and taking notice.
2011 looks like it will be a year when many organisations start to get serious about multi-channel. IBM’s paper is certainly one to put on the reading list.
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After business school my education began in Soho at Ogilvy & Mather Direct. Very talented and clever people like Steve Harrison and Rory Sutherland helped me learn the im...
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