Multichannel Customer Experience Report 2010

There is a newer version of this report available: Multichannel Customer Experience Report

The Multichannel Customer Experience Report, published by Econsultancy in association with Foviance, examines the extent to which organisations have a strategy and framework for providing a joined-up customer experience, and how successful they are in attaining a single customer view. 

The document highlights how an increasing number of online and offline customer touch points are making it more difficult for organisations to ensure a consistent cross-channel customer experience. The report is also available as a 21-slide PowerPoint presentation. 

The 45+ page report, based on a survey of more than 500 companies and agencies, covers the following areas: 

• Customer experience strategy
• Differentiation through superior customer experience 
• Importance of multichannel customer experience strategy 
• Ease of implementing a strategy 
• Long-term business performance and customer experience 
• Touch points used to communicate directly with customers 
• Integration of channels with customer experience
• Greatest barriers to improving the experience 
• Organisational framework for measuring multichannel
• Methods to measure effectiveness of customer experience
• Ownership  
• Budget  

Report highlights include:

• Almost half of company respondents (49%) say a joined-up multichannel customer experience is very important to their organisation, and a further 41% say it is quite important.
• More than two thirds of companies (68%) recognise a strong link between long-term business performance and customer experience.
• 69% of organisations say they are just beginning to develop a customer experience strategy. 
• Nearly one in 10 companies (9%) surveyed say there is no strategy for improving the customer experience. 
• More than a third of companies surveyed (38%) say that ownership of the multichannel customer experience lies with a mixture of different departments.

Table of contents

1. About Econsultancy
2. About Foviance
3. Executive Summary and Highlights
4. Introduction by Foviance
5. Methodology and Sample
   1. Methodology
   2. Respondent profiles
   3. Role within responding organisation
   4. Business sector
   5. Geography
   6. Annual company turnover
   7. Job role
   8. Type of company
   9. Type of agency
6. Findings
   1. Customer experience strategy
      1. Dominant competitive strategy
      2. Differentiation through superior customer experience
      3. Importance of multichannel customer experience strategy
      4. Company strategy for improving the customer experience
      5. Ease of implementing a customer experience strategy
      6. Long-term business performance and customer experience
      7. Gaining a single view of the customer
   2. Touch points
      1. Touch points used to communicate directly with customers
      2. Integration of channels with customer experience strategy
   3. Barriers
      1. Greatest barriers to improving the multichannel experience
      2. Problems improving the customer experience
      3. How to improve the customer experience
   4. Measurement
      1. Organisational framework for measuring multichannel
      2. Methods to measure effectiveness of customer experience
      3. Most useful data source for measuring customer experience
   5. Ownership and budget
      1. Ownership of multichannel customer experience
      2. Dedicated budget for improving customer experience
      3. Job roles

Download a copy of the report to learn more. 

A free sample is available for those who want more detail about what is in the report.

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