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Digital crisscross

August 5, 2014 By brenda michelson

Customer journeys are complex and crisscross the organization. Even simple-seeming tasks, such as browsing or buying, often involve several steps, each touching a different part of the business. A customer may go online, compare products, scan a bar code, search, and call an agent. Designing a consistently positive, rewarding experience across all those touchpoints takes system-wide thinking and an integrated service-delivery approach. Point solutions, such as focusing on the call center, the store, or the website, no longer cut it in a multichannel environment,

via The Rebirth of the CMO – Peter Dahlstrom, Chris Davis, Fabian Hieronimus, and Marc Singer – Harvard Business Review

[Imported from Tumblr on March 16, 2015]

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Filed Under: links Tagged With: digital, el, systems

Brenda M. Michelson

Brenda Michelson

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