(Length: 5 pages)
January 13, 2005
Self-Service Shift Requires Improved Usability
Survey Of North American Firms Identifies Plans For Self-Service
This is the third document in the "State Of Customer Experience, 2005" series
with Bob Chatham, Elizabeth Backer
Executive Summary (This is a document excerpt)
Forrester interviewed execs from 176 large North American companies about their customer experience practices. Respondents expect to see more customer interactions — with the biggest increase coming via the Web, email, phone, and kiosk. Firms plan to alter the mix of interactions by shifting customers to self-service. The top tactic in making this happen: improved usability
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