Free Research Report from Forrester
In the old fairy tale of Hansel and Gretel, the protagonists used bread crumbs to mark their trail home, but animals quickly ate them, leaving the pair lost in the wilderness. Customers who hop across channels can experience a similarly disjointed journey: All of the “bread crumbs” they leave as they interact with your company put them on an endless journey forward, but one with no clear history and thus no sense of the overall client journey. Enterprises can enhance customer experience by capturing and utilizing these contextual “bread crumbs” to increase revenue, effectiveness, and customer satisfaction.
This report covers both the technology landscape and organizational best practices needed to support a more seamless, omnichannel customer journey between self-service touchpoints and contact centers.