The current atmosphere of doing business is ever-evolving, driven by a massive influx of organizations’ Web presences. This constant evolution is not so much a step that must be taken in order to thrive, but rather a continual slope that must be followed. Mobile devices are also a big part of this; however, mobility is believed by many to simply be a tool used by the customer and the business. When striving to connect more fully with clients, the primary concern is building and reinforcing the overall online customer relationship.

When recently polled by Forrester Research, customer experience professionals noted that their top three objectives in improving customer relationships all directly correlated with customer interactions via the Internet. In fact, the majority noted that they were striving to improve the online experience being delivered to customers. This was followed by improving a cross-channel experience (74 percent) and improving/adding mobile experiences (61 percent).