Key Findings

 • Marketers struggle with the orchestration of experiences across channels because they lack a holistic understanding of their customers. Despite lacking this vital understanding, investment in digital channels continues to accelerate and so does the risk of making poor investments.

• Marketers tend to put a disproportionate focus on maximizing customer relationships in the Buy stage of the customer journey, omitting critical opportunities to reduce customer churn, reinforce customer loyalty and compel advocacy in later stages.

• Digital investments are often driven by channel selection first, requiring marketers to retrofit customer needs, expectations and goals into that channel regardless if it’s the best channel for the job. This approach reduces the chance for sustainable growth and customer loyalty, advocacy and retention.