For companies that care about the customer experience (and who doesn’t these days?), integration is a must. Choreograph all your customer touch points so the customer has a seamless experience whether he walks into your store, reaches your call center, or uses your website. Be sure the systems and processes that support this coordination are in sync. Often, companies have channel-specific silos that are culturally and logistically at odds.
Create incentives that encourage your people to coordinate across those channels. Look out for those who serve as barriers to a harmonized customer experience. If they can’t learn to coordinate, it may be time for them to make room for their integration-minded colleagues.