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Multichannel UX: A lesson in frustration from EE

In the recent past we’ve heard plenty about the importance of ‘creating a consistent customer experience across multiple channels’. 

While that phrase is horrendously buzz-wordy, it’s still undeniably important.

Multiscreen, multi-device customers check and compare prices in store, buy online and talk about their purchases via social media, so making sure each touchpoint effectively serves the user is essential. 

But… what happens if a customer only wants to use one channel?