Technology’s Back-end Effect

1. Develop a channel-by-channel road map of customer needs. Identify the different ways in which your buyers contact you, and their preferences and needs that must be met for each. The road map should show the channels you operate with and the path customers must navigate to get what they want.

2. Re-evaluate the road map from the perspective of building a long-term relationship with your customer and supporting your brand. Think about each need and how it gets resolved, and ask, “How does this interaction cement my relationship with my customer and reinforce what my brand represents?”