Best And Worst Of Cross-Channel Design, 2009
Forrester Applies Its Cross-Channel Review Methodology To 16 Major Firms
March 6, 2009
Why Read This Report
Forrester applied its Cross-Channel Review methodology to the experiences at 16 firms — four of the largest auto insurers, discount retailers, footwear manufacturers, and online travel agencies. While Expedia, Nike, and Orbitz received the top overall scores, none of the 16 companies received a passing grade. Other results: Expedia received the best Web site score, Nike received the top interactive voice response (IVR) score and the top email interaction score, and Orbitz and priceline.com received the top phone interaction scores. We also found a number of good practices like Orbitz allowing users to email themselves itineraries from the IVR, 21st Century Insurance providing clear transitions from channel to channel, and Geico making it possible to complete the goals in every channel. To improve cross-channel experiences, customer experience professionals should evaluate their firms' own experiences and then chart a path on the customer experience journey.
Already a Client?
Log in to read this document.
Become a Forrester Client
Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.
This report is available for individual purchase ($499 USD).Purchase
Also in Collection: Best And Worst Of Experience Design, 2009
Best And Worst Of B2C Site Design, 2009
April 14, 2009 | Adele Budovsky
Best And Worst Of Phone Self-Service Design, 2009
May 20, 2009 | Adele Budovsky
Online Travel Agencies' Cross-Channel Experience, 2009
May 22, 2009 | Adele Budovsky
Best And Worst Of Email Interaction Design, 2009
May 27, 2009 | Adele Budovsky
Auto Insurers' Cross-Channel Experience, 2009
July 10, 2009 | Bruce D. Temkin
Discount Retailers' Cross-Channel Experience, 2009
September 3, 2009 | Bruce D. Temkin
Footwear Manufacturers' Cross-Channel Experience, 2009
September 18, 2009 | Adele Budovsky
Table of Contents
- Examining The Current State Of Multichannel Experiences
- All 16 Firms Fell Well Short Of Cross-Channel Excellence
- Evaluating Transitions Across Channels
- Improve Your Firm's Multichannel Experiences
- Supplemental Material
- Related Research Documents
Best And Worst Of Website Experience, 2011
July 11, 2012 | Adele Budovsky
Best Practices In Multichannel Financial Services Sales
September 29, 2011 | Vanessa Niemeyer, Ph.D.
Next-Generation Digital Financial Services
March 11, 2011 | Alexander Hesse