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.