Multichannel customer experiences

Remember that the customer scenario or user journey on the web site is only part of a wider customer experience which involves multiple channels. The importance of multichannel strategies should also be built into assessing customer behaviour and their perception of the online customer experience. The importance of digital channels in influencing the overall customer experience is indicated in Mini Case Study 2.2 'Lexus assesses multi-channel experience consistency'.

Mini Case Study 2.2

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Online Survey Champion

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