Integrate cross-channel. The ability to integrate across all customer touch-points is essential
for managing digital operations. Online, customers switch back and forth between e-mail
and social networks. They change platforms and channels – comparing prices on a smart
phone one minute, trying on shoes in a bricks-and-mortar shop the next, and later making a
transaction on their PC or tablet. Experiences in one channel raise expectations across all of
them. Consistency builds the brand promise and bolsters customer satisfaction. Continuity
and context provide seamless experiences across all points of customer contact.