October 2007: Multichannel Management: The status quo
Willem Pieterson wrote with some colleges of the research project “channels in balance” the last month a summary of the status of the multichannel management. The result is the research report "Multichannel Management: De Stand van Zaken".
This report is a summary of the multichannel management (MCM) from three different perspectives: the perspective of the customer, the organization and the technology. The authors gave in this report first of al an introduction about MCM based on different research domains. After that they described the three different perspectives. In the customer perspective are the following aspects very important: choice of the channel, use of the channel and the influence on the channel usage. In the organization perspective is the MCM policy of the government the central point. In the end gives the report a summary of the actual technological possibilities of MCM. In every perspective are scientific and practical perceptions even important.
You can download the research rapport here: Link
“Channels in balance” is guided by the Telematica Instituut, their partners are:
Ministerie van Binnenlandse Zaken en Koninkrijksrelaties
Ministerie van Economische Zaken
Vereniging van Directeuren Publieksdiensten
Technische Universiteit Delft