...consistent knowledgeable answers customers' questions; and for providing insight into what products and services customers want.

Today's consumers are multi-channel shoppers, using both the Internet and "Main Street" together to make even a single purchase. For example, when we make decisions about more complex purchases, such as electronics goods, we tend to rely more heavily on a mix of sales channels. Many of us will visit websites for product information and reviews, then go in to stores to check out the sound of the MP3 speakers, or picture quality of the TV we want to buy. Often, we decide what product to purchase in store before going home to buy it online for the best price.

The quality of information provided by websites and sales staff can heavily influence our purchase and is one of the reasons why Web self-service is becoming an increasingly important part of the multi-channel shopping experience. Ultimately, the Web, Main Street and the contact center are dependent on each other to maintain successful engagement with customers. An unfulfilled customer expectation at any of these places will adversely affect a company's brand and potentially sales.

Adding New Revenue Streams

It really is possible...

NOTE: All illustrations and photos have been removed from this article.



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