Executive Summary (This is a document excerpt)

As part of a larger analysis of 16 firms, Forrester evaluated the cross-channel experiences of four large footwear manufacturers — adidas, New Balance, Nike, and Puma. Overall, the footwear manufacturers lagged relative to most of the other industries. Nike, propelled by its IVR and email experiences, was the highest scoring footwear manufacturer. While each footwear manufacturer suffered from its own Achilles' heel, our research uncovered a number of good practices, such as New Balance's guide to arch support and Nike's and Puma's online tools to customize shoes. To improve cross-channel experiences, customer experience professionals should evaluate their firms' experiences and develop a strong voice of the customer program.

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