Banks' Cross-Channel Experience, 2008

As part of a larger analysis of 16 firms, Forrester evaluated the cross-channel experiences of four large US banks — Bank of America, JPMorgan Chase, Wachovia, and Wells Fargo. As an industry, the banks scored slightly above average compared with other industries, but they still delivered poor experiences — with JPMorgan Chase falling well below the other three banks. While each bank suffered from a variety of problems, our analysis also uncovered a number of good practices, such as Bank of America's helpful phone agents, Wachovia's streamlined online banking setup, and Wells Fargo's clear transition paths across channels. To improve multichannel experiences, customer experience execs at banks should conduct regular reviews of their own channels, focus on the specific needs of target users, and establish a voice of the customer program.