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Digital retailers risk underwhelming customers if they don't measure every consumer interaction to determine strengths and weaknesses, this video explains.

Everybody knows that delivering a memorable customer experience has gotten a lot harder in the era of the alway-on, mobile consumer. Customers move from device to device, creating a customer journey that looks more like a plate of spaghetti than a straight path to purchase.

Dan Chester

, vice president of retail sales at Foresee, a customer experience analytics company, says every contact between a customer and a retailer needs to be measured and assessed. Chester took time out from his schedule at the Shop.org Retail’s Digital Summit to talk to us about the danger of “underwhelming” your customers. More customer experience videos

This is the third of our three-part video series on customer experience, but there are more videos on more subjects still to come. Mike Cassidy is BloomReach's storyteller. Contact him at mike.cassidy@bloomreach.com; follow him on Twitter at @mikecassidy.