Executive Summary (This is a document excerpt)

Cross-channel reviews uncover flaws that prevent users from accomplishing goals when their paths take them across multiple channels, like Web sites and interactive voice response (IVR) systems. To get the most out of the results of a cross-channel review, customer experience managers should plan to test user goals that are most important to driving business metrics, and prepare to evangelize findings to stakeholders that have input to decisions that impact customer experience — from marketing to business groups to IT.

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