WHY READ THIS PLAYBOOK
Faced with an expanding ecosystem of legacy websites, mobile sites, and apps, firms need a plan that will help them align their business technology (BT) investments with their customers' most pressing needs. They can accomplish this by taking a user-centered approach to understanding the needs and behaviors of their omnichannel customers and filling in the experience gaps in a disciplined and sustainable manner. Customer experience (CX) professionals can use this playbook to help their firms develop a road map for improving the effectiveness and cohesiveness of their digital touchpoints. This report was originally published on June 25, 2012; Forrester reviews and updates it periodically for continued relevance and accuracy.