Why Read This
As part of a larger analysis of 16 firms, Forrester evaluated the cross-channel experiences of four large US MP3 player manufacturers — Apple, Creative, iRiver, and Sony. As an industry, the MP3 player manufacturers received dismal scores compared with the other industries we evaluated. While each firm suffered from a variety of problems, our analysis also uncovered a number of good practices, such as Apple's clear Web site feedback, Sony's detailed interactive voice response (IVR) content, and iRiver's helpful phone agents. To improve multichannel experiences, customer experience execs at consumer electronics manufacturers should conduct regular reviews of their own channels, focus on the specific needs of target users, and establish a voice of the customer program.