Why Read This
This report, originally written for market insights professionals, includes content relevant to customer experience professionals. Here's why: Firms deliver experiences across an increasing array of fragmented touchpoints that Forrester calls the splinternet. The splinternet engagement index is a tool that tracks the depth of connection across the Web, mobile, social, and video. The insights this index provides give customer experience professionals powerful guidance about the "where" of customer experience. The next step is to match the right content and functionality to the right user goals in and across the touchpoints where users engage. Customer experience professionals should use this tool to add details to personas and other artifacts that help them make decisions about how to best serve their customers' cross-touchpoint needs.
Tags: B2C eCommerce, Brand & Product Web Sites, Consumer Mobile Activities, Customer Engagement, Customer Experience Management, Customer Intelligence, Digital Marketing, eCommerce, Marketing & Strategy, Mobile Channel for Consumers, Online Shopping, Web 2.0