December 16, 2008

How Satisfied Are Shoppers When Moving Across Channels?

by Adele Sage

with Elizabeth Boehm, William Chu, Moira Dorsey, Angela Beckers

Executive Summary (This is a document excerpt)

In Forrester's 2007 Customer Experience Index, retailers nabbed four of the top five slots. But are all retail experiences created equal? Not exactly. In the categories of apparel, wireless products, consumer electronics, personal computers, and large appliances, consumers report lower satisfaction with cross-channel shopping experiences than with buying in a single channel. Satisfaction varies across product categories and generations, with younger consumers generally less satisfied with their Web-to-store transitions. Customer experience professionals should improve cross-channel experiences by using Forrester's expert review methodology to evaluate the experiences they currently deliver and then design experiences that support the target user goals that are most critical to supporting business objectives.

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