Best And Worst Of Cross-Channel Design, 2009

Forrester applied its Cross-Channel Review methodology to the experiences at 16 firms — four of the largest auto insurers, discount retailers, footwear manufacturers, and online travel agencies. While Expedia, Nike, and Orbitz received the top overall scores, none of the 16 companies received a passing grade. Other results: Expedia received the best Web site score, Nike received the top interactive voice response (IVR) score and the top email interaction score, and Orbitz and priceline.com received the top phone interaction scores. We also found a number of good practices like Orbitz allowing users to email themselves itineraries from the IVR, 21st Century Insurance providing clear transitions from channel to channel, and Geico making it possible to complete the goals in every channel. To improve cross-channel experiences, customer experience professionals should evaluate their firms' own experiences and then chart a path on the customer experience journey.