A great amount of time and investment is spent ensuring that consumers move through a sales funnel in the way that creates the desired outcome for marketers. What we know, however, is that consumers are not always likely to have a linear progression from the point of awareness to the point of sale.
Thus, more effort is now put into looking at the holistic customer experience. Customers are increasingly device-agnostic, switching between devices during the course of the day. They most often prefer customer service messages to be sent to their mobile phone (registration required) and are likely to perform comparison shopping before deciding to make a purchase in-store or online.
Because of these behaviors, you have a continually disrupted customer experience, not a smooth, linear progression from initial contact to sale.
Optimizing touch points individually is not the answer.
While the dawn of big data made it much easier to monitor and analyze your marketing channels, many marketers still do not have a comprehensive view of how the overall customer experience is performing. In addition, the existing customer experience is often a legacy of systems and processes set up over the preceding decades, meaning that marketers are optimizing channels with the assumptions that the customer experiences they’ve inherited are as efficient as they can be.
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