Customer Service: Why It Matters — And How To Do It Right

For many companies, customer service is a cornerstone of their customer experience strategy. It’s an area of increasing importance because:

Why is it so difficult to deliver good and cost-effective customer service experiences?

Today’s customer service technology ecosystem is very complex. There’s been an explosion of communication channels, touchpoints, deployment methods like cloud-based solutions, and vendor mergers and acquisitions to sort through. With all these changes, customer service organizations struggle to get their agents to use a consolidated toolset that accesses contextual and relevant data; to follow consistent processes; to comply with policy; and, most importantly, provide customer service in a way that customers want to receive it.

So how do you do it better? The contact centers for customer service playbook is a practical guide that focuses our research and recommendations to help you discover, plan, act on, and optimize your customer service operations:

The customer service playbook is a living document, so be sure to check in regularly, as we will update these core reports with new data and examples. Beneath these core reports, expect a wealth of “toolkit” research, such as Forrester Waves and TechRadars, as well as Excel-based models, PowerPoint templates, and checklists.

To get started, read our executive overview that sets the stage for the entire playbook.

So what do you think? How does Forrester’s vision of customer service compare with yours? And will our playbook be useful? Let me know if this approach resonates with you!


Perhaps at an overall

Perhaps at an overall customer experience level, employees can also be armed to contribute, similar to best buys approach to customer service.

Nice Blog

Nice blog Kate -- you really seem to hit it on a key topic -- it seems like all customer service ROI calculations used to be based only on productivity which really left out the BIG number which is the overall impact on the brand, customer buying habits and willingness to recommend. Seems like a successful progam needs to focus on both areas - The Experience and productivity

Nice to read customer lifecycle in play


I've struggled to persuade IT folks to put a customer engagement strategy ahead of implementing stuff. In the engagement box I place customer/service experience management and tag on the customer lifecycle thinking - as you said - satisfaction leads to loyalty to advocacy and more manageable and economic customer support/retention and discovery practices...

I actually think the main challenge all service business face is the fragmented theory behind managing customer experiences. Its out there, and I have pulled much of it together as part of my outside-in approach - but it lacks gravitational pull... to many it still feels a bit 'theoretical' .

I have to suspect the more successful service businesses that have distilled their own secret recipe for doing this prefer to keep it secret so they can continue to differentiate based upon the experience they have designed and can deliver...