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“When everyone is online all the time, when digital is pervasive – there is no offline. When no one is offline, then the concept of online is not necessary. Operating separate online and offline businesses is likely a waste of valuable time and energy.”Yet for many companies, the status quo is to run different channels (e-commerce, m-commerce, and brick and mortar) as distinct businesses. They set separate revenue goals for online and offline channels, and they measure results independently. They have different teams designing the interfaces and experiences for each channel. Then, they make nominal (and often unsuccessful) attempts to connect the disparate experiences.The result is often a disjointed customer journey.Today’s consumers don’t see their interactions with a brand on different channels as separate experiences. Instead, each interaction is just a step within a single journey, whether it’s on the web, in an app, or in-store.And that means that companies that treat each channel as a separate entity are missing the mark with their customers. But many companies don’t have the luxury of tearing down the organizational structures that separated the online and physical channels in the first place. So what can they do to improve their CX?
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