BT The Multichannel Swap Shop

Customers today are changing more than the organisations that serve them. As customers gain access to more channels and increasingly sophisticated technologies, they are becoming armchair researchers, using multiple channels to get access to the best value propositions, information and advice. They naturally exploit the various strengths and weaknesses of the channels given to them. They are, however, technology agnostic – they interact with companies rather than channels and expect the web channel, contact centre and face-to-face channel to have an awareness of their actions regardless as to which channel they have used before.