Trends Report

Manage The Cross-Touchpoint Customer Journey

March 26th, 2014
With contributors:
Aurelie L'Hostis , Patti Freeman Evans , Zia Daniell Wigder , Alex Causey

Summary

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.

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.