For Customer Experience Professionals

Primary Analyst Photo	Document Information	Rate this Document
	October 12, 2006 Match Channel Capabilities To Customer Goals Grading Six Essential Capabilities Of Commonly Used Channels by Moira Dorsey with Harley Manning, Caroline L. Carney

This is an excerpt

Executive Summary

Companies want to differentiate products and services by improving customer experience. They also want to cut costs by shifting more customers from human-assisted channels to self-service channels like Web sites and phone self-service systems. Their dilemma: Even the best-designed automated systems have weaknesses that make them inappropriate for supporting many types of customer goals. To deliver effective customer experiences across a portfolio of channels, firms should document their customers' current behaviors with cross-channel scenario maps, and make the most appropriate touchpoints available at each step of the user's journey.

TABLE OF CONTENTS

• Companies Set Two Incompatible Goals
• Matching Channels To Customer Needs
• Channels Are Not Equally Suited For Supporting Common User Goals

RECOMMENDATIONS

• Put Process, Skills, And Companywide Metrics In Place
• Supplemental Material
• Related Research Documents

This is an excerpt

Buy Risk-Free

Price: US $499

Our Service Guarantee: If you are not completely satisfied with this document, notify Forrester within 24 hours of purchase for a full refund.

Already a Forrester Client?
Log in to read this document.