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European Mobile Operators' Cross-Channel Experience, 2007

Consumers rate good customer service as one of the top three purchase decision criteria when choosing an operator. Forrester applied its Cross-Channel Review methodology to four leading mobile operators in Europe — O2, Orange, T-Mobile, and Vodafone — to evaluate their services across channels. We found that the customer experiences they offer across channels have many flaws, but they also demonstrate some best practices. To get better — and improve their profitability — firms should investigate the desired paths to purchase of their target audience and turn this information into a seamless cross-channel experience.

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