Today’s digitally empowered consumers engage with multiple channels over their
buying journey whether it’s looking for recommendations on websites, checking
prices on mobile phones or examining the product in brick-and-mortar stores.
Cross-channel engagement extends beyond the buying process where consumers
also expect customer service and product support to be delivered through a channel
of their choice. This reality has placed tremendous pressure on organizations to
increase their brand awareness, drive sales and provide service across multiple
customer touch points.