Best And Worst Of Cross-Channel Design, 2008

Forrester applied its Cross-Channel Review methodology to the experiences at 16 firms — four of the largest airlines, banks, department stores, and MP3 player manufacturers. While Delta Airlines and United Airlines received the top overall scores, none of the 16 companies received a passing grade. Other results: Delta received the best Web site score, American Airlines received the top interactive voice response (IVR) score and the top phone interaction score, and Creative Labs and Sears received the top email interaction scores. While there were many flaws in these experiences, we also found a number of good practices like Wells Fargo providing clear paths across channels and Macy's preserving context when moving from the IVR to a phone agent. To improve cross-channel experiences, customer experience professionals should apply our Cross-Channel Review methodology themselves, focus on the specific needs of target users, and establish a voice of the customer program.