Forrester

Why Read This Report

Customers consciously or unconsciously judge pricing as part of their experiences with a company. Pricing both sets expectations for an experience and affects perceptions and recollections of that experience. The implications are clear: Customer experience professionals cannot leave pricing solely to finance, product management, marketing, or sales. They need to better understand pricing's impact on their customers' experiences. This report shows how pricing can make or break the customer experience, the level of involvement with pricing decisions that customer experience professionals should aim for, and how customer experience professionals can start to get involved.