Multichannel customer experiences

Remember that the customer scenario or user journey on the web site is only part of a wider customer experience which involves multiple channels. The importance of multichannel strategies should also be built into assessing customer behaviour and their perception of the online customer experience. The importance of digital channels in influencing the overall customer experience is indicated in Mini Case Study 2.2 'Lexus assesses multi-channel experience consistency'.

Mini Case Study 2.2

Advertising With Circulars

Advertising With Circulars

Co-op Mailing means that two or more businesses share in the cost and distribution of a direct mail campaign. It's kind of like having you and another non-competing business split the cost of printing, assembling and mailing an advertising flyer to a shared same market base.

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