Inspiring Trust Loyalty: Crossing Channels in Service-Based Companies

摘要

As the physical and digital worlds become increasingly intertwined, seamless cross-channel experienceshave become crucial to providing an excellent customer experience [5]. The customer experience isestablished and shaped throughout the entirety of the relationship with a company, regardless of where,when or how those interactions occur. Successful information architects and researchers now address theend-to-end experience as they design and test in a cross-channel world. The need for attention to thebroader customer experience is particularly pronounced in a service-oriented company. This case studydescribes the efforts of one team of information architects, visual designers and researchers implementing across-channel design and testing model within a service-based organization. This paper is presented as anillustration of how cross-channel design principles should be applied differently within the context of aservice-industry and demonstrates how the team created internal cross-channel user testing principles basedon service-focused, cross-channel design principles.