Six things in a disruptive ring
The diagram below shows the six phases in a customer life-cycle as defined by Forrester Research: It also represents a map of the omni-channel experience for customers and approximates hand-off points. As far as the customer is concerned, the experience should be a seamless continual loop regardless of whether they engage via retail outlet, online, contact centre, chatbot, IVR, etc (or more likely, a somewhat random mix…
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