Inspiring Trust & Loyalty

Abstract

As the physical and digital worlds become increasingly intertwined, seamless cross-channel experiences have become crucial to providing an excellent customer experience [5]. The customer experience is established 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 the end-to-end experience as they design and test in a cross-channel world. The need for attention to the broader customer experience is particularly pronounced in a service-oriented company. This case study describes the efforts of one team of information architects, visual designers and researchers implementing a cross-channel design and testing model within a service-based organization. This paper is presented as an illustration of how cross-channel design principles should be applied differently within the context of a service-industry and demonstrates how the team created internal cross-channel user testing principles based on service-focused, cross-channel design principles.