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.
I believe making smart, fact-based decisions is absolutely essential to customer-centric leadership. I'm sure many of you reading this will say to yourselves, ‘We're already doing that’. Sorry, but you're probably not.