1. All channels have associated costs. Maybe the cost for a company to set up a new channel is much higher than profits earned from this new channel. Thus, a lot of research must be done before making the decision of setting up a new channel. Channels must be evaluated in terms of their value proposition to customers and their costs to the company.
2. To achieve integrity of available channels is no easy job. Orbitz Case is a typical example of failure in achieving integrity of available channels provided the company. Instead of attracting more customers and earning more profits through multichannel, inconsistent information among different channels will cause customer dissatisfaction and complaints instead. Businesses adopting multichannel strategy should pay close attention to updating and consistency of its products or services provided to customers across all channels.

Well-defined business strategy

Before implementing CRM technology, different departments should have a clear understanding of their role in the whole processes. These departments should examine the whole processes in terms of the way they are linked to other processes in order to implement CRM more effectively. Without the efficient business processes and clear business rules, the implementation of new 英语论文网 【http://www.51lunwen.org】technology will lead to poor results instead.

Still take Orbitz Case as an example. Maybe marketing department advertised the service of choosing seats on the site to attract more customers, but the service department has no idea concerning this service. This makes it impossible for a customer to understand the real status of the service Orbitz may provide. If there is a clear rule in Orbitz, requiring marketing department must give notice to sales and service department promptly after any alteration to its marketing strategy, and if this strategy is implemented effectively within Orbitz, Orbitz case will never happen at the very beginning.

 To achieve this goal, the responsibilities of departments in implementing CRM should be clearly defined. The rules to push the coordination and cooperation between different departments should also stipulated and implemented effectively.

The right skill sets and mindsets

CRM is not just an application of technology, but is a strategy to learn more about customers’ needs and behaviors in order to develop stronger relationships with them. As such it is more of a business philosophy than a technical solution to assist in dealing with customers effectively and efficiently.

However, until recently, the focus of most businesses has been managing financial performance t 本文来自：英语论文网 【http://www.51lunwen.org】