Screens & Places: Is digital the glue to unifying today’s fragmented customer experience?

CXPost_SMRecently I had the pleasure of being interviewed for Forrester’s latest research report on “The Unified Customer Experience Imperative.

I was asked to discuss what our company, Delvinia, has observed in the past few years about the changes in the consumer landscape, and dissect how brands and companies are struggling to understand how to utilize the multitude of touchpoints their customers have access to.

Did you know that Canadians today typically use five different online sources before making a purchase decision? (Source: AskingCanadians)  And, data has revealed that the average shopper used 10.4 sources of information to make a decision in 2011, up from 5.3 sources in 2010. (Source: Google)

With all the various opportunities to be exposed to a brand on any given search, one of the best unifying factors that can potentially connect all these sources to one brand purchase, is the digital customer experience. And yet many brands are still not making the investments in digital.

Yes, I know just about every brand has a website, paid search program and many have a Facebook and Twitter handle. However, what many brands still fail to realize is that unifying the digital customer experience in itself, will create a positive consumer purchase experience and result in sales and lifelong customers.


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