Developing Multichannel Strategy
Developing Multi-Channel Strategy
Dr Stan Maklan and Dr Hugh Wilson
Cranfield Customer Management Forum in collaboration with IBM Business Consulting Services
Contents A strategic approach to channels ......................................................... 1 Process overview..................................................................................... 2 Step 1 Identify problems and opportunities............................................ 4
Cost reduction..................................................................................................................................4 Improved customer experience ......................................................................................................4 Improved access ..............................................................................................................................5
Steps 2 and 3 Current and future state analysis ................................ 6
Define the marketing context ..........................................................................................................6 Sales complexity matrix ..................................................................................................................7 Product coverage map – current and future state ........................................................................8 Building alternate channel chains ................................................................................................10
Step 4 Assess alternatives and choose................................................ 13
Channel curves – how customers value alternatives .................................................................13 Cost analysis ..................................................................................................................................14 Prioritisation matrix
Dr Stan Maklan and Dr Hugh Wilson
Cranfield Customer Management Forum in collaboration with IBM Business Consulting Services
Contents A strategic approach to channels ......................................................... 1 Process overview..................................................................................... 2 Step 1 Identify problems and opportunities............................................ 4
Cost reduction..................................................................................................................................4 Improved customer experience ......................................................................................................4 Improved access ..............................................................................................................................5
Steps 2 and 3 Current and future state analysis ................................ 6
Define the marketing context ..........................................................................................................6 Sales complexity matrix ..................................................................................................................7 Product coverage map – current and future state ........................................................................8 Building alternate channel chains ................................................................................................10
Step 4 Assess alternatives and choose................................................ 13
Channel curves – how customers value alternatives .................................................................13 Cost analysis ..................................................................................................................................14 Prioritisation matrix