For Customer Experience Professionals

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	July 13, 2007 European Mobile Operators' Cross-Channel Experience, 2007 We Apply Our Cross-Channel Review Methodology To Four Mobile Operators by Zayera Khan with Jaap Favier, Lizet Menke	Average: 9  (1 rating)

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Executive Summary

Consumers rate good customer service as one of the top three purchase decision criteria when choosing an operator. Forrester applied its Cross-Channel Review methodology to four leading mobile operators in Europe — O2, Orange, T-Mobile, and Vodafone — to evaluate their services across channels. We found that the customer experiences they offer across channels have many flaws, but they also demonstrate some best practices. To get better — and improve their profitability — firms should investigate the desired paths to purchase of their target audience and turn this information into a seamless cross-channel experience.

TABLE OF CONTENTS

• The Multichannel Experience Can Make Or Break Mobile Operators
• Mobile Operators Offer A Mediocre Cross-Channel Experience

RECOMMENDATIONS

• Mobile Operators Must Improve Their Cross-Channel Experience
• Supplemental Material
• Related Research Documents

This is an excerpt

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