Social networking, increased mobility, adoption of digital channels, increased consumer expectations and transparency across industries are just a few of the factors fundamentally reshaping customer interaction. Customers are becoming increasingly sophisticated and have higher expectations of organizations. Enterprises are responding by adding new interaction models and enhancing channel capabilities. However the challenge for businesses today is figuring out where to invest by determining which capabilities will be most impactful to customers.
This paper offers information on rapidly developing a cross-channel strategy that reflects current customer trends and priorities, assesses a company’s Channel Capability Maturity and helps to determine optimal future maturity needed to support the channel strategy.