For Customer Experience Professionals

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	February 16, 2007 Telco/MSO Portals Fail To Satisfy Consumers Telcos And MSOs Must Fix Basic Design Flaws To Drive Usage by Maribel D. Lopez with Bruce D. Temkin, Emily Van Metre, Robert Muhlhausen	Average: 9  (3 ratings)

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Executive Summary

Telcos, ISPs, and cablecos have launched sales, account management, and content portals on their consumer-facing Web sites. Their goals: more revenue, lower costs, and increasing differentiation for broadband services. But operators won't see these benefits until they fix a number of usability problems on their sites. To fix longer-term issues, firms need deeper customer insights built from Web analytics and ethnographic research. As they improve the Web experience, companies should also keep an eye on cross-channel experiences.

TABLE OF CONTENTS

• Operators' Sites Fail To Connect With Consumers
• Operators Must Fix Their Web Site Experiences
• Telco and Cable Operators Need More Customer Insight

RECOMMENDATIONS

• Fix Web Sites On The Path To Cross-Channel Experiences
• Related Research Documents

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