Based on IBM's worldwide experience and the huge research reach of Cranfield, this guide is full of major international cases, guiding you to easy implementation. From strategy to metrics, it shows how the best companies blend and balance channels to maximum sales effect, and how you can apply this in your own organisation.

Based on work from the Cranfield Customer Management Forum, this is an essential practical guide for senior management in key areas like marketing, sales, customer services, and strategy.

" 'Should we improve customer experience or reduce channel costs?' Through the breakthrough concept of channel chains, this influential team shows how we can do both at the same time, with startling results. A wake-up call that's useful, fresh, and above all, practical."Don Peppers and Martha Rogers, Ph.D., authors of Rules to Break and Laws to Follow and co-founders of Peppers & Rogers Group"Raises multichannel customer management to another level with a complete toolbox of concepts, cases and techniques. A great piece of work. Excellent writing, too."Don Schultz, Professor Emeritus-in-Service of Integrated Marketing Communication, Northwestern University