Series: What are the key areas of a successful channel shift?

Welcome to this five part series on channel shifting. In the coming episodes I will be discussing the benefits, challenges, technology needs, and best practices involved in a successful channel shift. Channel shift refers to the process of moving customers from one channel of communication, such as in-person or telephone, to another, such as online or self-service. The purpose of channel shift is to improve the customer experience while also reducing costs for the organization.