Forrester Research, Inc. (Nasdaq: FORR) today awarded Song, Delta Air Lines’ low-fare service, the 2004 Cross-Channel Experience or “XC” Award, which honors companies that create and sustain superior, multichannel customer experiences. Song was presented with the award on Tuesday at Forrester’s Consumer Forum in New York. This is the second annual presentation of the “XC” Awards.

“Delivering great experiences requires a deep understanding of target customers,” said Bruce D. Temkin, vice president, research director at Forrester. “Song successfully researches the needs of its target travelers and then uses that information to deliver great experiences at the airport, in the airplane, on the Web, and in its new Song Escape Concept Stores.”

Forrester invited submissions from companies with 2003 revenues of at least $500 million. Nominations were submitted from businesses in the retail, travel, automotive, brokerage, and banking industries.

How Forrester Judged “XC” Awards Submissions
The “XC” Award nominations were evaluated based on criteria grounded in Forrester’s body of customer experience research, including hundreds of objective reviews of interactions in channels like Web sites, IVRs, kiosks, as well as interactions that cut across channels. Forrester made its selection based on the following criteria:

  • Benefits to the customer.
  • Return on investment to the company.
  • Sheer scale of the effort.
  • The three C’s of cross-channel experience: choice, consistency, continuity.

Where To Learn More
Forrester offers Customer Experience Design & Evaluation services to help firms provide the best customer experiences across multiple interaction channels. For more information about Forrester’s User Experience research, services, and events, visit: