Consumers use several sources of information before making purchase decisions — they may seek independent opinions, speak to customer service agents, or examine goods physically. And they are constantly accessing information via multiple touchpoints — including mobile devices, social networks and company websites — throughout the research process.
Companies have come to recognize the importance of providing excellent cross-channel services to improve the customer experience. In fact, according to a Forrester report, 80 percent of customer experience decision makers said that improving cross-channel interactions was one of their key priorities in 2010. However, consumers consistently rate satisfaction levels for cross-channel experiences as poor, so it is apparent that businesses often struggle to deliver on this goal.