In this chapter, we use a broad definition of the term, as follows:

• Multi-channel customer management is the use of more than one channel or medium to manage customers in a way that is consistent and coordinated across all the channels or media used.

Note that we do not say 'the same way', as different channels may be best used for different tasks. For example, in a complex, technical, business-to-business environment, a salesperson might be best for explaining the product, meeting objections and dealing with queries, and setting up initial contacts, while the Web or call centre might be used for reordering or checking progress with delivery. Also, it might be that channels are used in a differentiated manner, for example, if you want to buy tickets for last minute cancellations by other customers (anything from flights to equipment orders), you are referred to an auction Web site, as other channels cannot support this kind of interaction cost-effectively.

Note too that for the purposes of this chapter we include both distribution channels (the mechanism by which products or services reach customers from suppliers, including transfer of title) and communication channels (the mechanism by which customers and suppliers communicate with each other before, during and after distribution channels do their work).

A multi-channel strategy is one that provides numerous customer touch points - the points at which products and services are purchased or serviced - across several distribution channels, such as:

• direct channels, for example, telephone, Internet, mobile telephone (voice, SMS and eventually WAP) and interactive television (iTV);

• counter and kiosk service in branch networks or retail outlets;

• partnerships and alliances;

• sales force;

• service force.

In some cases, these may be supported by broadcast media, in which the customer is not necessarily identified, for example, television, radio, press and some Web applications.