Market Data

Multichannel Customer Experience Report

By Econsultancy,

The second annual Multichannel Customer Experience Report, published by Econsultancy in association with Foviance, examines the extent to which organisations are committed to delivering an integrated customer experience, assessing capabilities across five key areas relating to organisational maturity. The report also looks at what the most 'mature' businesses are doing differently.  

The 57-page document, also available as a PowerPoint presentation, looks at how successfully companies are integrating an increasing number of online and offline customer touch points into a consistent cross-channel customer experience.

The research, which is based on a survey of more than 650 companies and agencies, explores the maturity of organisations across the following areas (based on the Foviance Customer Experience Maturity Model): 

  • Systems and processes
  • Leadership and culture
  • Alignment with brand
  • Use of insight
  • Customer touch points

Report highlights include:

  • 40% of organisations cite 'complexity' as the greatest barrier to improving multichannel customer experience, overtaking 'organisational structure' since 2010.
  • Only 26% of companies have a well-developed strategy in place for improving customer experience.
  • A commitment to customer experience from the top of the organisation is regarded as a key requirement by just under half of companies (46%), higher than for all other organisational attributes.
  • More than a quarter (28%) of companies say there is ownership at board or ‘c- level’, but without full commitment across leadership teams.

Customer Experience Consumer Survey Report

The findings of an accompanying consumer survey, carried out using TolunaQuick, are also available (as a separate download).

Almost 5,000 UK consumers were surveyed about their experiences with companies in the retail, travel, online banking, mobile phone and gaming / gambling sectors.  

Report highlights include:

  • More than half of UK consumers have had online interaction (using their desktop computers) with retail, banking and travel companies in the past six months. 
  • Across the five sectors surveyed, consumers are most likely to have browsed retail websites using a tablet (e.g. an iPad).
  • Just under a third of consumers (29%) have used a retail brochure or catalogue, while 17% have used a travel brochure. 

Table of contents (for Multichannel Customer Experience Report)

1.About Econsultancy

2.About Foviance

3.Executive Summary and Highlights

4.Foreword by Foviance

5.Multichannel Customer Experience: Maturity Model



7.1.How companies stack up against the maturity model

7.1.1.Systems and processes

7.1.2.Leadership and culture

7.1.3.Alignment with brand

7.1.4.Use of insight

7.1.5.Customer touch points

7.2.Integration of customer touch points

7.3.Most important attributes for customer experience

7.4.How well do companies deliver against attributes?

7.5.Customer experience strategy

7.5.1.Importance of multichannel customer experience strategy

7.5.2.How well developed is strategy?

7.5.3.Recognition of link between business performance and customer experience


7.6.1.Greatest barriers to improving the multichannel experience

7.6.2.Problems improving the customer experience

7.6.3.How to improve the customer experience


7.7.1.Metrics used to measure effectiveness of customer experience

7.7.2.Sources of data for measuring customer experience

7.7.3.Technology used to gain insight

7.8.Ownership and budget

7.8.1.Ownership of multichannel customer experience

7.8.2.Dedicated budget for improving customer experience

7.8.3.Which department is driving customer experience?


8.1.Respondent profiles


8.1.2.Annual company turnover

8.1.3.Business sector

8.1.4.Job role

8.1.5.Type of agency

Free samples are available for those who want more detail about what is in each report.

Table of contents ( for Customer Experience Consumer Survey Report)

1.Executive summary


2.1.About Econsultancy

2.2.About Foviance

2.3.About Toluna


3.1.Comparison between sectors



3.4.Mobile phone providers



Download a copy of these reports to learn more. 

Free samples are available for those who want more detail about what is in each report.


  • Pdf SAMPLE: Multichannel Customer Experience Report (518 KB PDF)
  • Pdf SAMPLE: Customer Experience Consumer Survey Report (357 KB PDF)
  • Pdf Disabled Multichannel Customer Experience Report (2.07 MB PDF)
  • Powerpoint Disabled Multichannel Customer Experience Report Presentation (1.09 MB Microsoft PowerPoint)
  • Pdf Disabled Customer Experience Consumer Survey Report (1.17 MB PDF)

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