For Customer Experience Professionals

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	September 17, 2007 Best And Worst Of European Cross-Channel Experience, 2007 Forrester Applies Its Cross-Channel Review Methodology To 12 European Firms by Zayera Khan with Jaap Favier, Craig Menzies, Lizet Menke

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Executive Summary

Forrester applied its Cross-Channel Review methodology to the experiences at 12 firms across three industries. Although some firms performed strongly in individual channels like the Web site or contact center, all firms failed to offer a strong, consistent cross-channel experience to consumers. In order to offer a consistent, high-quality service, firms must align the disparate channels and create a consistent strategy that recognizes that customers switch between channels in their buying process.

TABLE OF CONTENTS

• Consumers Mix Channels For Service And Purchases
• The Cross-Channel Review Methodology Tests The Consumer Experience
• All Firms Delivered A Below-Par Cross-Channel Experience
• Best Practices: What Made Some Firms Stick Out?

RECOMMENDATIONS

• Improve Cross-Channel Experiences With Organizational Changes
• Supplemental Material
• Related Research Documents

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