Why Read This
Today's multichannel customers demand better experiences than they get from firms that design underperforming one-off touchpoints. Faced with an expanding ecosystem of legacy websites, mobile sites, and apps, firms need a plan that will help them align their investments with their customers' most pressing needs. How can they do this? They can accomplish this by taking a user-centered approach to understanding the needs and behaviors of their multichannel customers and filling in the experience gaps. Customer experience professionals can use this playbook to help their firms develop a road map for improving the effectiveness and cohesiveness of their digital touchpoints.