The Best And Worst Of Cross-Channel Design

We just completed a pretty extensive evaluation of the cross channel experiences of the following 16 large companies:

  • Airlines: American Airlines, Delta Air Lines, Southwest Airlines, United Air Lines
  • Banks: Bank of America, JP Morgan Chase, Wachovia, Wells Fargo
  • Department stores: JC Penney, Kohl’s, Macy’s, Sears
  • Mp3 manufacturers: Apple, Creative, iRiver, Sony

The research used Forrester’s Cross-Channel Review methodology (which is a form of an expert reveiw) to grade the experiences across 57 criteria. The analysis looked at interactions via the Web, email, IVR, phone agent, as well as cross-channel transitions.

Here are some of the findings from the research:

  • None of the 16 companies received a passing score [+57 or higher].
  • Airlines received the highest average score [-8] and MP3 manufacturers the lowest [-29].
  • Delta received the highest score and iRiver received the lowest score.
  • There were 4 criteria that all of the companies failed:
    • “Is text legible?” (Web Site)
    • “Can customers get a confirmation of their phone conversation in another channel?” (Phone Agent)
    • “Can the user complete her goals in all required channels?” (Channel Transition)
    • “Can the user control how he interacts with the company?” (Channel Transition)
  • Results differed across the channels we evaluated:
    • Web Site: Delta was best; Sony was worst
    • IVR: American Airlines was best; iRiver, JC Penney, Southwest Airlines were worst
    • Phone agents: American Airlines was best; JC Penney was worst
    • Email: Sears, Creative were best; Southwest Airlines, Apple, iRiver were worst
    • Channel transitions: Macy’s was best; JPMorgan Chase, American Airlines were worst

I need to give a shout out to the Adele Sage, Vidya Drego, and Andrew McInnes who did most of the hard work on the research.

The bottom line: It’s not all bad news; firms that make improvements can really differentiate themselves.

Written by 

I'm an experience (XM) management catalyst; helping organizations improve results by engaging the hearts and minds of their employees, customers, and partners. I enjoy researching and speaking about leading-edge XM topics. I lead the Qualtrics XM Institute, which is the world's best job. We're igniting a global community of XM Professionals who are inspired and empowered to radically improve the human experience. To achieve this goal, my team focuses on thought leadership, training, and community building. My work is driven by a set of fundamental beliefs: 1) Everything starts and ends with human beings, so you need to understand how people think, feel, and behave; 2) XM is a discipline that needs to be woven throughout an organization's entire operating fabric; and 3) Building the XM discipline requires a combination of culture, competency, and technology.

2 thoughts on “The Best And Worst Of Cross-Channel Design”

  1. I pulled a book from someone who commented on another article – it has been such a great tool for my company. Great insights into customer service, and feedback. I just wanted to thank you for providing such a great place where people can talk about the true core of the companies – customers! I have found such great information here – keep it up!

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