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For Customer Experience Professionals

Discount Retailers' Cross-Channel Experience, 2009

An Industry Look At This Year's Best And Worst Of Cross-Channel Design

September 03, 2009

By Bruce Temkin with Andrew McInnes, Adele Sage, Rachel Zinser

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Why Read This Report

As part of a larger analysis of 16 firms, Forrester evaluated the cross-channel experiences of four large discount retailers — Kmart, Sears, Target, and Wal-Mart. Overall, the discount retailers performed poorly compared to the other industries we evaluated. While each discount retailer suffered from its own set of problems, our research also uncovered a number of good practices, such as Wal-Mart's online TV recommendation tool, the clear path to human assistance in Kmart's IVR, and Target's understandable email language. To improve cross-channel experiences, customer experience professionals should evaluate their firms' experiences and then chart a path on the customer experience journey.
Tags: Consumer Retail & CPG, Cross Channel Strategies, Customer Experience Management, Email Customer Service, Multichannel Customer Experience, Phone Self-Service, Retail, Tech Sector Economics
US $ 499
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TABLE OF CONTENTS

  • Examining The State Of Multichannel Discount Retailer Experiences

  • RECOMMENDATIONS

    Improve Your Firm's Multichannel Experiences
  • Supplemental Material
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