A new study on the state of cross-channel customer experiences has found that credit card issuers earned the third lowest overall average score out of four industry groups. Out of the 16 major firms examined, which included four top card issuers, Chase ranked as the highest scoring credit card issuer, but only ranked eighth overall. The new report from MA-based Forrester Research grouped 57 criteria into 15 categories covering Web site and IVR interactions, email interactions and cross-channel transitions and phone agent interactions. In nine of the 15 categories, credit card issuers fell below the overall average — with the biggest gaps coming in the Web site value and IVR value categories. Forrester says all of the four card issuers (Chase, Citi, AmEx and BofA) had severe failures against four criteria: Web site text legibility, essential content in email responses, allowing users to complete goals in the required channels and phone agents providing confirmation of interactions in other channels. Out of the four industry groups, electronic retailers and PC manufacturers achieved significantly higher averages than credit card issuers.