Gartner Research

Consistent Cross-Channel Policies Are Critical for Delivering a Positive Multichannel Customer Experience

Published: 21 April 2016

ID: G00298841

Analyst(s): Joanne Joliet

Summary

As retail CIOs continue to drive digital business capabilities and link the physical and digital retail channels, there are still major disparities in the underlying policies and business rules, which need to be consistent to cultivate a positive customer experience.

Table Of Contents
  • Impacts

Analysis

Impacts and Recommendations

  • Retail CIOs who offer inconsistent cross-channel experiences find their companies with disappointed, lost and disengaged customers
  • Neglecting to directly map multichannel policies to supporting technology changes causes retail CIOs to risk gaps and contention between policies and technology
  • Retail CIOs who fail to execute policy changes consistently across channels face the lack of a critical competitive differentiator
  • The risk of not delighting current customers, attracting new customers and supporting associates will compel retail CIOs to monitor, measure and improve consistency

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