The Digital Experience That Customers Want: How Leading Brands Manage Digital Channels for Happy Customers


In this session, Aberdeen will share their findings on the strategies that top-performing companies use to build and nurture a customer-oriented yet efficient mix of digital channels. We’ll demonstrate why brands must abandon the traditional notion that each channel is reserved for specific issue types or customer profiles. We’ll also show how brands looking to truly connect with their customers must enable customers to use their channels of choice. We’ll discuss how automation can be used to tailor customer journeys so that clients are encouraged to use the optimal channels to successfully resolve their issue, and we’ll share how reporting and analytics should be used to define success.