Executive Summary (This is a document excerpt)

During the past 18 months, Forrester has completed more than 300 customer experience reviews of Web sites, phone self-service, kiosks, email, and cross-channel transitions. Looking back on the data from these reviews, we found that most experiences fail to pass even 80% of the criteria, with the highest failure rate occurring in the trust category of our email evaluation. To improve customer experience, firms should adopt Scenario Design, an approach that focuses on the critical goals of key users.

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