Consumers today are mobile, on-the-go, and are having their attention competed for in multiple ways every day. Customers are interacting with your brand through multiple touchpoints. And they expect this experience to be seamless.

At the same time, preferences and personalization means consumers can ensure they see less from you and only what they think is important. So every experience needs to be powerful enough to stand on its own. While at the same time, helping connect your customer to other parts of your experience.

These sort of great experiences require planning and thoughtful coordination across more than client, marketing, and technology teams. They demand your entire organization thinks and plans for how customers navigate and interact with different parts of your business.

In this guide, we’ll walk through six characteristics of every great CX strategy, the challenges you may face, and how to get started building your own strategy.