Forrester: - Making Leaders Successful Every Day

Event Overview

Multichannel or cross-channel customers spend three to 10 times as much as single-channel customers do and have an income that's $10,000 higher. And the number of cross-channel customers will grow. Firms must deliver consistent, fluent conversations to customers via the Web, phone, and email to win big. How can your company pinpoint weaknesses in your customers' experiences and make improvements that lead to increased profits?

At Forrester's Cross-Channel Review Workshop, participants receive comprehensive training in the methodology that Forrester analysts use to evaluate customer experiences across multiple interaction channels.

During two days of intensive training and evaluation, participants execute:

Scenario development. Not every user starts in the same channel or follows the same cross-channel path, so companies need to identify specific user scenarios. In preparation for the Cross-Channel Review, participants create model users, goals, and scenarios.

Cross-Channel Review. Participants examine each channel's role within the cross-channel mix and review their evaluation criteria. They then complete usability scorecards for each of these channels within their own firms:

• Web site
• Email
• Interactive voice response (IVR)
• Phone agent

Cross-Channel Transition Review. Firms often treat channels as individual silos, making their customers suffer as they cross over these boundaries. This portion of the review examines the choice, consistency, and continuity that users have as they interact with companies across different channels.

Presentations and discussion of results. After completing reviews for their own firms, participants present their usability scores, identify areas for improvement, and recommend potential solutions to their peers and analysts.

After completing this workshop, attendees have the ability to conduct ongoing evaluations for their firm and their competitors.

Who Should Attend?

• Customer Experience professionals
• eBusiness & Channel Strategy professionals

Why Attend?

• Work closely with Forrester analysts. Attendance is limited to maximize client-analyst interaction.
• Understand the trends and technologies that matter most to your role, so you'll be able to make informed decisions and gain a competitive advantage.
• Complete hands-on exercises by applying the same methodologies that Forrester analysts use for their own research.
• Network with peers facing similar goals and challenges.
• Leave with an action plan and strategy that will generate new growth for your company.