Editor’s Note: Are Your Customers Getting the Best 
Possible Cross-Channel Experience?

What are some of the disconnects across channels that disappoint customers? Check out this scenario, according to Sucharita Mulpuru, vice president and principal analyst of Forrester and co-author of the report: A consumer starts researching a digital camera on a retailer's website, assuming the product will be in stores. But when the consumer gets to the store, the product may not be available, or it may be sold at a more expensive price, or it may only be available at a different location than the one the consumer visited. Store associates may even contradict information the consumer found online.