What are the key factors to develop an effective channel strategy?
Detail – the deliberate design of the channel strategy for each type of service, bearing in mind the level of human interaction required and the needs of the targeted customer base
Flexibility – the constant reviewing of the effectiveness of the channel strategy for each type of contact bearing in mind changing technologies and changing customer habits
Simplicity – the optimum channels for the organisation should be the easiest to use for the customer to drive a shift in customer behaviour
Inclusion – no group should be denied access to a service because of disability, language or cost of the access channel (e.g. mobile phone costs, broadband access). Options should be made available other than the organisation’s preferred method of contact.
Cost effectiveness – particularly in the current economic climate, finding ways in which to deliver services effectively but at lower cost will be increasingly important.
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