For Customer Experience Professionals (Length: 6 pages)

January 15, 2008

Online Consumers Go Across Channels

Data Uncovers Cross-Channel Buying And Service Behaviors

by Bruce D. Temkin

with Olga Melnikova, Andrew McInnes

Executive Summary (This is a document excerpt)

Forrester asked consumers about their cross-channel behaviors when going online to shop and get customer support. When it comes to the online research and purchase process, consumers are most likely to call the company and print out information to bring with them to a store. The top cross-channel behaviors online for customer support are making a call and filling out an email form. When looking across generations of consumers, Gen Y and Gen X are the most avid users of online chat, while Seniors prefer to find a phone number online and call the company. How can firms improve the quality of consumer cross-channel interactions? By focusing on the needs of their target users.

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