Length: 16 pages For Customer Experience Professionals
Zayera Khan 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

This is a document excerptEXECUTIVE SUMMARY

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.

TABLE OF CONTENTS

NOTES & RESOURCES

itemThe Multichannel Experience Can Make Or Break Mobile Operators

itemHow Good Is The Cross-Channel Experience Of European Mobile Operators?

itemMobile Operators Offer A Mediocre Cross-Channel Experience

itemThe Four Firms Have Many Common Service Flaws

itemBut Each Operator Offers Some Best Practices

recommendations

itemMobile Operators Must Improve Their Cross-Channel Experience

itemSupplemental Material

Forrester evaluated the phone self-service experience of four European mobile operators.

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Methodology

Find Documents In Related Categories

This document falls under the following categories. Click on a link below to find similar documents.
Technology: Channel Design Strategies, Customer Experience, Customer Relationship Management, Design & Usability Processes, Mobile Services, Packaged Applications, Telecommunications Services, Telecommunications Services By Region, Web Site Design
Industry: eBusiness/eCommerce, The Mobile Channel
Geography: Europe

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Original air date: Thursday, September 20, 2007
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