Customer Experiences Need Work Across Channels

Earlier this year, we published a report called Best And Worst Of Cross-Channel Design, 2009 that examined results from our expert review of 16 companies across four industries: Online travel agencies, auto insurers, footwear manufacturers, and discount retailers. We examined scenarios that included interactions online, with call centers, via email, and through IVR systems. The evaluations also looked at transitions across channels.

Here are the overall results from that analysis.

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As you can see, none of the 16 firms ended up with a passing score. Here were the highest scoring firm in each area:

  • Web site: Expedia
  • IVR: Nike
  • Phone agents: Orbitz and priceline.com
  • Email: Nike
  • Channel transitions: Expedia, Geico, and New Balance 

The cross-channel reviews graded experience across 57 criteria. More than 12 of the 16 companies failed these nine criteria:

  • Is text legible? (Web Site)
  • Is the task flow efficient (Web Site)
  • Is essential content available where needed? (Web Site)
  • Can the user complete her goals in all required channels? (Channel Transitions)
  • Are keyword-based searches comprehensive and precise? (Web Site)
  • Does the system provide essential content? (IVR)
  • Does the site help users avoid and recover from errors? (Web Site)
  • Does the site present privacy and security policies in context? (Web Site)
  • Do menu categories immediately expose or describe their subcategories? (Web Site)

The bottom line: There’s a lot of room for improvement

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