In the past customers gathered information, bought products and received services through just a few mainstream channels. Today one customer gathers information over the Internet, makes purchases face-to-face and receives invoices by mobile phone, whereas another customer might prefer an entirely different channel mix.

B2C and B2B companies face the challenge in moving from a one-size-fits-all approach into managing an increasingly diverse channel architecture. The strong impact of channel performance on sales as well as high channel costs increase the importance of getting the channel architecture right.

In the past, channel decisions were almost exclusively cost-driven. We help our clients to also take the importance of the individual channels used by the customer into consideration. We apply market research techniques to create a fact-based picture of channel traffic and performance in the market.

We help our clients to optimise channel architecture and performance across all customer interactions. Focussing on purchase channels merely shows one piece of the picture. However, performance in service channels is often the real key to increasing customer loyalty. Plus, strong information channels attract potential customers.