July 13, 2007

European Mobile Operators' Cross-Channel Experience, 2007

We Apply Our Cross-Channel Review Methodology To Four Mobile Operators

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

by Zayera Khan

with Jaap Favier, Lizet Menke

Executive Summary (This is a document excerpt)

Consumers rate good customer service as one of the top three purchase decision criteria when choosing an operator. Forrester applied its Cross-Channel Review methodology to four leading mobile operators in Europe — O2, Orange, T-Mobile, and Vodafone — to evaluate their services across channels. We found that the customer experiences they offer across channels have many flaws, but they also demonstrate some best practices. To get better — and improve their profitability — firms should investigate the desired paths to purchase of their target audience and turn this information into a seamless cross-channel experience.

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