HeadquartersForrester Research, Inc., 60 Acorn Park Drive, Cambridge, MA, 02140 USATel: +1 617.613.6000 • Fax: +1 617.613.5000 • www.forrester.comFor Customer Experience ProfessionalsWhy Read This ReportToday’s multichannel customers demand better experiences than they get from firms that designunderperforming one-off touchpoints. Faced with an expanding ecosystem of legacy websites, mobilesites, and apps, firms need a plan that will help them align their investments with their customers’ mostpressing needs. How can they do this? They can accomplish this by taking a user-centered approach tounderstanding the needs and behaviors of their multichannel customers and filling in the experiencegaps. Customer experience professionals can use this playbook to help their firms develop a road map forimproving the effectiveness and cohesiveness of their digital touchpoints.Improve Your Digital Customer ExperienceExecutive Overview: The Digital Customer Experience ImprovementPlaybookby Ron Rogowskiwith Harley Manning and Allison StoneJune 25, 2012Poor Digital Experiences Leave money on the tableMore than ever, digital touchpoints are critical to business success.1Customers have an array of options forinteracting with your company whenever and wherever they like. But when digital touchpoints frustratecustomers, companies:■ Send customers to higher-cost channels — or worse, to competitors. What do people do when theycan’t complete their goals in their channel of choice? If you’re lucky, they try another channel, raisingtheir frustration level and your costs. If you’re not lucky, your customers will switch their business toa competitor with better-designed digital touchpoints.■ Dilute their brands. Firms need to prove their value to customers while making it easy and enjoyablefor their customers to do business with them. When you’re difficult to work with, customers lose faithin your brand. Worse, today’s customers can express their displeasure through social channels wheretheir amplified voices can make their network of friends also lose faith in your brand.(Sometimes-Small) Digital Improvements Pay OffCompanies need to be smart about how they spend their money on digital design projects. By honing inon key moments of truth in their customers’ most important journeys, you can uncover problems thatare often simple to fix. At the same time, you’ll gain insights that can help you design solutions that movecustomers along the path to achieving their goals. Relentless focus on how customers behave leads to:■ Higher conversion rates. When you make it easy for people to find what they want, they’ll do morebusiness with you. It’s that simple. Even if your digital touchpoints aren’t intended to sell directly,when prospects get the answers to their questions and can see how to take next steps, they movefurther down the purchase funnel and closer to becoming paying customers.