There’s so much choice available that customers can pick and choose who they buy from and where, when, and how it happens. They want to discover, research, evaluate, and purchase on their preferred channel. Give them that option, and they’re more likely to choose you. That’s the whole point behind the multi-channel approach.
Enterprises like Sears, Starbucks and Harvard are hiring Chief Digital Officers to help monetise digital content, better connect with customers and drive their businesses forward. But does every company need one?