September 17, 2007

Best And Worst Of European Cross-Channel Experience, 2007

Forrester Applies Its Cross-Channel Review Methodology To 12 European Firms

This is the fourth document in the "Best And Worst Of European Experience Design, 2007" series.

by Zayera Khan

with Jaap Favier, Craig Menzies, Lizet Menke

Executive Summary (This is a document excerpt)

Forrester applied its Cross-Channel Review methodology to the experiences at 12 firms across three industries. Although some firms performed strongly in individual channels like the Web site or contact center, all firms failed to offer a strong, consistent cross-channel experience to consumers. In order to offer a consistent, high-quality service, firms must align the disparate channels and create a consistent strategy that recognizes that customers switch between channels in their buying process.

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