By Martin Schmidt
The biggest obstacle for implementation of our omnichannel vision is the existing organizational and logistic dividing lines between the various distribution channels for most companies. “Who owns the customer?” This is the big question in 2015 for any company looking to sell complex tariff products online and it should be the first thought that comes to the mind when responsible sales managers think about linking channels.
That, of course, was already a big topic in the reality of cross-channel marketing! There are clearly fault lines, but the pressure does not often seem to ever be sufficient enough to get sales managers devising their sales targets consistently from scratch.
Also products (rates / conditions) and logistics have decoupled in many Telco companies’ online and offline channels. But from the customer’s perspective, there is no longer any division there! Jason Bloomberg, in a recent Forbes article, aptly describes channel conflicts and points out that they are “a deceptive illusion in a world of blurred lines between channels.”
Omnichannel also means, ultimately, “Omni-analytical”. The comprehensive analytical view of customer data – for so much effort is expended in the online channel- should not be given away lightly just because the customer changes channel.
Read the entire article at http://www.offer-ready.com/index.php/en/blog/online-sales-of-business-tariffs-in-telecommunications.
