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For eBusiness & Channel Strategy Professionals

Manage The Cross-Touchpoint Customer Journey

March 26, 2014

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Why Read This Report

Today's consumer engages through a variety of touchpoints, yet many brands struggle to deliver cross-touchpoint experiences. Too many firms focus on each touchpoint in isolation and fail to enable their customers to transition easily between them, even when the experience suggests to the consumer that this should be possible. In order to deliver the kind of experiences that these cross-touchpoint consumers expect, brands must focus on optimizing the journey, not each individual touchpoint. This report replaces "Managing The Cross-Touchpoint Customer Journey," originally issued to clients on December 3, 2012, and examines some of the strategies that leading brands have adopted to cut through the myriad options and enable compelling cross-touchpoint customer journeys that add value to both the consumer and the brand.

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Table of Contents

  • Digitally Savvy Consumers Use Many Touchpoints
  • Many Of Today's Cross-Touchpoint Experiences Are Broken
  • The Three Rules Of Implementing Cross-Touchpoint Experiences
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  • Keep Cross-Touchpoint Journeys Simple But Complete
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