Trends Report

Web-Phone User Experience 2010: Discount Retailers

Forrester Applies Its Web-Phone User Experience Review Methodology To Four Top US Firms

March 26th, 2010
Adele Sage, null
Adele Sage
With contributors:
Ron Rogowski , Sucharita Kodali , Rachel Zinser

Summary

Forrester applied its Web-Phone User Experience Review methodology to the experiences at the four largest discount retailers in the US: Costco, Kmart, Target, and Wal-Mart. The results: Target led the pack, but the overall experiences across the retailers earned nowhere near passing scores. What were common problems? The retailers were missing content and functionality in each of the Web and phone channels. But we did encounter best practices across the firms, like Wal-Mart's detailed online customer reviews, Costco's deft error handling on the site, and Target's smooth transitions between channels. To improve the Web-phone experience, discount retail customer experience professionals should enhance online content and functionality to help users make better buying decisions and improve IVR order status capabilities.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.