Manage The Cross-Touchpoint Customer Journey

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.