企业渠道转型三要素（Three factors of enterprise channel transformation）.docVIP

企业渠道转型三要素（Three factors of enterprise channel transformation） Its a difficult process, but if successful, the rewards will be substantial Lead customers to channel usage Once upon a time, an enterprise needed only one channel to provide all the products and services to its customers. But now, in order to meet the needs of customers for more channels, enterprises have opened up a variety of ways of contact with customers. Usually, customers use multiple channels to spend an average of 20% to 30% more than just one channel, and channels such as the Internet and overseas telephone centers can save a great deal of cost. However, multi-channel marketing is in fact far from being so simple. Often enterprises increase marketing channels, but the cost increases, or sales have declined. Many enterprises in the channel diversification, sales and marketing personnel have lost control of customers, financial losses. In order to gain control over the multi-channel contact with customers, enterprises must guide customers skillfully in the process of sales and service, limiting the use of channels by customers. A leading company enables customers to use different channels at different stages of the sales process, so that they can strike a balance between customer preferences and channel profitability. Enterprises must be able to guide customers to adopt the best combination of channels for each product or service. So, how do companies determine which combination is best? Under what circumstances should sales staff be sent to meet customers face to face? Under what circumstances should we tap the sales leads through the active telephone marketing channels? In what circumstances should Internet channels be used to reach customers? What kind of information consulting should the sales representatives receive from the high-value customers rather than the low-cost interactive voice response system? To clarify these difficult questions answers, enterprises must re-examine customer profit