"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."
1. Make sure your website is intuitive on all mobile devices
2. Address the customer's context — not just the channel or device they're using
3. Start a conversation! Invite opinions, ratings, and reviews
4. Unleash the power of self-help!
5. Always recognize your customer
6. Use social media if it's relevant to your customers
7. Embrace opportunities to create innovative marketing campaigns
8. Show that you are really listening
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