Businesses planning today to improve their connection to customers in digital channels are increasingly looking at the discipline of mapping out what's being called the 'customer journey'. Over the last ten years, the fragmentation of customer engagement across dozens of channels has turned into both a highly vexing problem and an increasingly disruptive challenge to businesses that still keep doing what used to work, but are getting sharply falling off results from old touchpoints like TV, phone, and e-mail. This fragmentation of customer touchpoints cuts across marketing, sales, customer service, and even product development. In short, customers have moved to the digital world en masse, and companies have not kept up. Yes, it's true that most businesses currently realize they need to evolve. They know they must acquire suite of capable mobile apps, an effective strategy for connecting with consumers in social media, a workable plan for inbound search, and a good way to stay connected with consumers so they can build strong, long-term relationships, instead of merely engage in still-vital yet far less strategic point transactions. Get the full story at ZDNet