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Posted by Kate Leggett on February 28, 2013
This post originally appeared on destinationCRM.
Customers want efficient, effortless service from the touchpoint and communication channel of their choice. They want to receive accurate, relevant, and complete answers to their questions upon first contact with a company. Forrester data backs this up: Sixty-six percent of customers agree that valuing their time is the most important thing a company can do to provide good service. Forty-five percent of US online adults will abandon their online purchase if they can’t find a quick answer to their question.
Why is it so important to deliver on customer expectations? Customer satisfaction correlates to customer loyalty, and loyalty has economic benefits. Forrester calculates that a 10-percentage-point improvement in a company’s customer experience score can translate into more than $1 billion in revenue. Conversely, poor customer experiences are costly: Our data shows that 75% of consumers move to another channel when online service fails, which can incur a cost of many millions of dollars.
We also know that it is difficult to deliver customer service in line with customer expectations. Our customer service technology ecosystem is increasingly complex. Social technologies have disrupted traditional communications, and smartphones and tablets have made the delivery of consistent experiences across touchpoints more challenging. And the number of vendor mergers and acquisitions has complicated vendor selection. So how do you do better? Forrester’s customer service playbook details a four-step prescription that can help you out:
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Measure the customer experiences that matter most »