Forrester: Marketers Have Touchpoint Interruptus

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“Today’s consumer uses a wide range of touchpoints in order to research, buy, and receive service from brands, and these touchpoints overlap and influence each other in ecosystems that are difficult to perceive,” writes Martin Gill, a principal analyst with Forrester. “Too many firms focus on each touchpoint in isolation and fail to enable their customers to transition easily between them, even when the experience suggests to the consumer that this should be possible.”

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