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Channels and Customer Value to the Company
From the customer’s perspective, which is better: to buy through one channel or several channels?
The obvious answer is to have multiple channels available–order from the Web, make returns at the store, check on delivery by phone – and have all of those contact points able to pick up where they last left off. But is there any advantage—to the customer–of using only one channel? Why does research show that customers who use more than one channel are more likely to be more valuable than those who use only one? Support your position with your own research.
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