Key Issues in Multichannel Customer Management: Current Knowledge and Future Directions Academic Article uri icon


  • Multichannel customer management is the design, deployment, and evaluation of channels to enhance customer value through effective customer acquisition, retention, and development (Neslin, Scott A., D. Grewal, R. Leghorn, V. Shankar, M. L. Teerling, J. S. Thomas, P. C. Verhoef (2006), Challenges and Opportunities in Multichannel Management. Journal of Service Research 9(2) 95113). Channels typically include the store, the Web, catalog, sales force, third party agency, call center and the like. In recent years, multichannel marketing has grown tremendously and is anticipated to grow even further. While we have developed a good understanding of certain issues such as the relative value of a multichannel customer over a single channel customer, several research and managerial questions still remain. We offer an overview of these emerging issues, present our future outlook, and suggest important avenues for future research.

published proceedings


altmetric score

  • 6

author list (cited authors)

  • Neslin, S. A., & Shankar, V.

citation count

  • 377

complete list of authors

  • Neslin, Scott A||Shankar, Venkatesh

publication date

  • January 2009