January 21, 2009

Cross-Channel Design, One Channel Pair At A Time

Simplify Your Approach By Focusing On Pairs Of Channels

This is the first document in the "Designing Experiences Across Channel Pairs" series.

by Adele Sage

with Bruce D. Temkin, Rachel Zinser

Executive Summary (This is a document excerpt)

Consumers are moving from channel to channel, but they're not satisfied with the experiences. Since fixing broken cross-channel experiences can be overwhelming, firms should focus on improving pairs of channels. This approach creates immediate value, builds cross-organizational allies, and enables the evolution of metrics. To determine which channel pairs to start with, firms should look to the channel pairs that their target users prefer when accomplishing their key goals. Regardless of which pairs they start with, customer experience professionals need to design experiences that provide users with the three C's: choice, consistency, and continuity.

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