Trends Report

Creating A Multichannel View Of Your Customer

Expanding Online Visibility Is Key To Improving Marketing's Effectiveness

June 19th, 2008
Suresh Vittal, null
Suresh Vittal
With contributors:
Cliff Condon , Sarah Glass

Summary

A comprehensive view of the customer helps marketers deliver productive customer experiences, support marketing measurement, and drive new business opportunities. However, despite longstanding efforts, today's customer databases lack the information to support productive conversations across channels. Why? Marketers tell us that organizational as well as data- and technology-related issues prevent them from stitching together a comprehensive view of the customer. To help solve this conundrum, Forrester has identified four steps that marketers must adopt to improve their chances for success.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.