1. The Role of Multichannel Integration in CRM
Adrian Payne and Pennie Frow
Industrial Marketing Management, 33 (2004),

2. CRM is a management approach that seeks to create, develop, and enhance relationships with targeted customers to maximize customer value, corporate profitability and shareholder value.
CRM is oftern associated with utilizing information technology to implement relationship marketing strategies.

3. 5 key cross-functional CRM processes
Strategy development
Value creation process
Multi-channel integration process
Information management process
Performance assessment

4. Channel options Sales force Outlets Telephony Direct marketing
E-commerce
M-commerce

5. CRM Channel Strategies
Mono-channel provider (First Direct Bank)
Customer segment channel (Zurich Financial Services)
Graduate account management (B2B companies case)
Channel migrator (EasyJet)
Activity-based channel (Dell)
Integrated multichannel: seek to capture all customer information across all channels and integrate it within a single data repository.

6. Strategic CRM
The channels need to be considered in the context of the whole interaction over the life cycle (pre-sale, sale, post-sale) of the customer relationship (not just in terms of the sales activity).
3 stages of customer relationship: acquisition, consolidation, enhancement.
Short product lifecycle -> offer stream of products tailored to most valuable customers

7. Customer Experience (CE)
High quality experience vs. emotional goodwill vs. loyalty
Channel experience needs to be considered:
Typical and perfect CE within channel
Typical and perfect CE across channel
How to sustain and improve the cusomer experience within channel, across channel, and substitute an existing channel for better ones

8. Technology in improving CE
Caller line identification (CLI)
Rule-based systems
Interactive voice response (IVR)
Computer-telophony integration (CTI)

9. Develop a Multi-channel Strategy
Clear Objectives
Improve the CE
Increase account coverage
Improve revenue growth
Decrease operating expenses
Utilize full skills and resources of our business and employees
Understand customer and channel touchpoints
Review of industry structure and channel options
Channel usage patterns
Channel economics
Integrated channel management strategy