Most multichannel merchants do a fine job of branding across channels. But few are leveraging the information gathered across business units to enhance their multichannel strategy. For too long, companies have separated their online channels from their contact centers without realizing that the two units can work in unison to boost overall sales and improve customer experience.
As a principal consultant with Latitude Associates, I was the project manager for the recent upgrade of the American Chemistry Council (ACC) Website. Certainly Website upgrades are nothing new, nor are they always newsworthy. But I thought this case study was worth sharing in part because of the dramatic increase in orders received by the ACC online store