For Customer Experience Professionals (Length: 15 pages)

October 12, 2006

Match Channel Capabilities To Customer Goals

Grading Six Essential Capabilities Of Commonly Used Channels

by Moira Dorsey

with Harley Manning, Caroline L. Carney

Executive Summary (This is a document excerpt)

Companies want to differentiate products and services by improving customer experience. They also want to cut costs by shifting more customers from human-assisted channels to self-service channels like Web sites and phone self-service systems. Their dilemma: Even the best-designed automated systems have weaknesses that make them inappropriate for supporting many types of customer goals. To deliver effective customer experiences across a portfolio of channels, firms should document their customers' current behaviors with cross-channel scenario maps, and make the most appropriate touchpoints available at each step of the user's journey.

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