Web content differs from call center logs and wireless communications.

FORBES: Data of Reckoning

Just two of those gates: UPS has delved into the world of electronic funds transfer with its new COD program and into Web retailing with a call center run on behalf of Nike.com.

FORBES: Logistics in Brown

This formula has worked for RightNow.com, which promises to cut your call-center costs with a Web-hosted service.

FORBES: Magazine Article

Given this fragmentation, it is no surprise that it is challenging to coordinate marketing, sales and customer service across Web, brick-and-mortar and call center operations.

FORBES: Why Retailers Need To Focus On Mastering Customer Data

From my experience, there are a few good ways to do that: make online self-service links prominent on your website and always offer them anywhere you provide your customer support number, integrate online help throughout key processes, promote Web and self-service resources in telephone hold messages, let call center agents notify customers of self-service options, and reply to email questions with the link to self-service content to re-enforce self-service availability.

FORBES: Eight Steps To Great Customer Experience (Part 1)