More and more digital documents are being made available to cus-tomers by e-mail (channel no. 45) or via the company website (channel no. 127/128). Self-service portals are also being increasingly used (channel no. 102). The greater rate of mobile retrieval of these documents presents companies with the challenge of presenting the information in such a way that it is user-friendly and easy to read also on smaller screens.
Word of mouth refers to the informal expression of opinion among consumers concerning brands, products, and companies. These recommendations have a large influence (both positive and negative) on the decision to purchase, especially within a social environment (family, friends, etc.). Online word of mouth (channel no. 78) has become increasingly important as a result of social networks.
A service desk offers customers a point of contact for all service requests. It can be provided at a counter at the POS (channel no. 84), handled by a call center (channel no. 13), or offered via the company’s website (channel no. 127/128).
Streaming (as opposed to downloading, channel no. 43) refers to the simultaneous transmission and playback of video and audio files on the Internet. Streaming provides digital communication and advertising opportunities for companies in the form of web radio and web TV.