Best Practice Report

Best And Worst Of European Cross-Channel Experience, 2007

Forrester Applies Its Cross-Channel Review Methodology To 12 European Firms

September 17th, 2007
ZK
Zayera Khan
With contributors:
Jaap Favier , Lizet Menke , Craig Menzies

Summary

Forrester applied its Cross-Channel Review methodology to the experiences at 12 firms across three industries. Although some firms performed strongly in individual channels like the Web site or contact center, all firms failed to offer a strong, consistent cross-channel experience to consumers. In order to offer a consistent, high-quality service, firms must align the disparate channels and create a consistent strategy that recognizes that customers switch between channels in their buying process.

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