Todays empowered customers, choose their path and view the entirety of the experience with your brand across all touchpoints as one connected experience. Your customers interact with you on their own terms, shift preferences, flow across channels, and take unpredictable routes to a fluid destination. As a result, your sales, marketing, and customer experience organizations need to deal with broader issues: customers demand for transparency, shorter consumer attention spans, ubiquitous connectivity and access, and traditional channel fatigue. On the other hand, the back-stage functions need to know where the technology and systems issues lie, to understand where individuals customers get stuck or lost, and drop off the grid altogether.
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