The Three Rules of Implementing Cross-Touchpoint Experiences

Today’s consumer engages through a variety of touchpoints, yet too many brands focus on each touchpoint in isolation and fail to enable their customers to transition easily between them.

Many of Today’s Cross-Touchpoint Experiences are Broken

Take a Look

Web

(search, comparison
shopping, etc.)

Social

(social network,
reviews,
community, etc.)

Digital Content

(video, editorial, etc.)

Company Website

Mobile

(apps, mobile Web)

Tablet

(apps, Web)

In-store Device

(kiosk, associate
device, etc.)

Call Center

Branch/store

Forrester’s three rules for implementing cross-touchpoint experiences help eBusiness executives identify, design, implement, and optimize end-to-end customer journeys.

Rule No. 1

Don’t Try To Please Everyone.

Identify two or three high-value customer journeys.

  • Express experiences in terms of action-oriented tasks
  • Pinpoint tasks that add tangible value
  • Focus on frequently occurring tasks

Rule No. 2

Optimize The Journey,
Not The Touchpoint

Map the journeys from end to end to identify appropriate touchpoint interactions.

Use journey maps
to develop complete experiences

Design touchpoints within context of overall experience

Optimize touchpoints as part of journey

Rule No. 3

Manage The Transitions

Focus on ways of identifying customers as they cross touchpoint boundaries.

  • Put consumer in control when transitioning between touchpoints
  • Use mobile to link customers digital and physical behaviors
  • Use email addresses for multitouchpoint engagement

Consumers have become fundamentally cross-touchpoint in the way they expect to engage.

To learn more about how to
keep cross-touchpoint journeys
simple but complete

download the Forrester Research Report “Manage the Cross-Touchpoint Customer Journey”