Centro de Documentacion de Fundación MAPFRE - Best and worst of cross-channel design, 2009

MAP20090056169

Best and worst of cross-channel design, 2009 / by Adele Sage... [et al.]. — Cambridge : Forrester Research, 2009

(For Customer experience professionals)

Sumario: The authors selected the top four firms in each of four industries and evaluated their multichannel experiences using Forresters cross-Channel Review methodology. The methodology has three parts: 1) user goals that are representative of what target customers might want to accomplish witheach firm; 2) a set of 57 criteria that explicitly identify known types of user experience problems; and 3) trained analysts who examine the scenarios for their compliance with the 57 criteria. Two analysts tested and scored the experiences in each industry and then reviewed each others scores along with a third analyst before they were finalized

1. Distribución de seguros . 2. Cadenas de distribución . 3. Marketing estratégico . 4. Métodos de análisis . 5. Márketing de la empresa de seguros . I. Sage, Adele . II. Forrester . III. For Customer experience professionals .