Best Practice Report

Credit Card Cross-Channel Experience, 2007

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

May 9th, 2007
Bruce D. Temkin
With contributors:
Moira Dorsey , Steven Geller


As part of a larger analysis of 16 firms, Forrester evaluated the customer experiences delivered by four large credit card issuers — American Express, Bank Of America, Citibank, and JPMorgan Chase. Overall, the scores earned by these financial services firms lagged behind those of companies in other industries. The experiences they delivered were particularly wanting when it came to some Web site and IVR criteria. While each of the credit card issuers suffered from a different set of problems, our analysis also uncovered a number of good practices, such as Citibank's formatting of credit card content on its Web site and Amex's clear toll-free listing.

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