Also, remember that there are some people who will never place orders anywhere but over the phone. Be prepared for the fact that you need to be able to take orders in whatever way a customer wants, even if you have to charge a surcharge. Your most valuable customers are going to be the ones that will sometimes place orders over the phone and sometimes place orders online. Those multichannel customers, in nearly every business, turn out to be the most valuable customers. You want to encourage them to use you in whatever way they want to, and you want each of those ways to be as easy and painless as possible. Your job is to get all of the obstacles out of the way to their doing business with you.
Hear more in Creating Customer Value, a SearchCRM.com monthly podcast series with Peppers and Rogers.
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