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Navigable Slide Index

1. Introduction
2. What senior non-marketers think of marketers
3. Products make for profits
4. The beginning of a beautiful relationship
5. Honeymoon over...
6. Playing dirty...
7. Hell hath no fury...
8. The service-profit chain
9. Customer experience: beyond touchpoints
10. Quantifying the service-profit chain
11. Changes in multichannel use
12. Channel silos
13. Performing right society- example
14. Performing right society - channel chain
15. We experience multichannels holistically
16. Design and track the multichannel journey
17. Channel integration
18. Joined-up channels: 3 killer questions
19. Does multichannel integration matter?
20. Guiding the customer step by step
21. Multichannel insight
22. Implementation at the hotel group
23. Creating win-wins through channel chains
24. Channel chains: General Motors
25. Selling by bombardment
26. Combining channels for wealth
27. Conversations across channels
28. Treat different customers differently (1)
29. You are what you eat...
30. Coupons from Tesco
31. Treat different customers differently (2)
32. O2's vision system
33. Which product would you offer?
34. Impact of sales offers on satisfaction at O2
35. Multichannel campaigns increase market share
36. Integrated decisioning
37. The impact of culture
38. Managing the front line at First Direct
39. Conclusion
40. Series contents

Topics Covered

• What senior non-marketers think of marketing
• The service profit chain
• Customer experience: beyond touchpoints
• Changes in the use of different channels
• Holistic experience of multichannels
• Channel integration
• Does multichannel integration matter?
• Multichannel insight
• Selling by bombardment
• Combining channels for wealth
• Integrated decision making

Links

Series:

• Multichannel Marketing

Categories:

• Marketing & Sales
• Technology & Operations

Talk Citation

Publication History

• Published on December 31, 2008
• Archived on March 17, 2022