Best Practice Report

Electronics Retailers' Cross-Channel Experience, 2007

An Industry Look At Forrester's Best And Worst Of Cross-Channel Design

June 18th, 2007
BT
Bruce Temkin
With contributors:
Adele Sage , Moira Dorsey , Andrew McInnes

Summary

As part of an analysis of 16 firms, Forrester evaluated the customer experiences delivered by four large consumer electronics retailers — Best Buy, Circuit City, RadioShack, and Wal-Mart. Overall, the retailers ended up with the highest average score compared with other industries, but the firms still delivered poor experiences in IVR systems, email, and channel transitions. But while each of the electronics retailers suffered from a different set of problems, our analysis also uncovered a number of good practices, such as Circuit City's product recommendation tool and RadioShack's phone agents who proactively directed users to Web self-service.

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