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The Best and Worst of Cross Channel Self-Service Design

Companies expect to cut costs and hope to build customer loyalty through their effective use of their self-service channels. To see how well major companies are achieving these goals today, Forrester applied its Cross-Channel Review methodology to the self-service channels at 16 firms — four of the largest credit card issuers, consumer electronics retailers, PC manufacturers, and wireless providers. Dell and Circuit City received the top overall scores, but none of the 16 companies received a passing grade. Forrester uncovered many flaws, but also found a number of successful practices like Best Buy's and Sprint Nextel's call-back capabilities, Circuit City's emails that provide access to other channels, and follow-up emails from Dell and Gateway phone reps that allow customers to see and buy products they configured over the phone. To improve cross-channel customer experiences, firms must undertake a companywide effort that examines customer behaviors across channels and recognizes channel strengths and weaknesses. Join Shared Insights and one of the key thought leaders in Customer Self-Service in this informative session!