"I believe the potential savings from channel shift are real and significant. This may seem obvious, but the figures which have been widely quoted have seldom been explained or tested and I felt it important to validate them before moving on.
The second conclusion [as highlighted in this white paper] is that realising benefits depends very much on targeting the channel shift effort to processes, customer groups and services where it will yield benefits and that not all channel shift has the potential to do so.
The final conclusion is possibly the most radical. It is that in order to achieve effective digital self-service, organisations may have to radically re-think their communication strategies. In particular how they use communication to support digital self-service processes, manage demand and bring customers to the new self-service channels."
- Dr. Gerald Power
By: Dr. Gerald Power
White Paper - Channel Shift: Realising the Benefits
Download this white paper to read more from Dr. Power about realising your channel shift goals!