Why Read This
Consumers are moving from channel to channel, but they're not satisfied with the experiences. Since fixing broken cross-channel experiences can be overwhelming, firms should focus on improving pairs of channels. This approach creates immediate value, builds cross-organizational allies, and enables the evolution of metrics. To determine which channel pairs to start with, firms should look to the channel pairs that their target users prefer when accomplishing their key goals. Regardless of which pairs they start with, customer experience professionals need to design experiences that provide users with the three C's: choice, consistency, and continuity.