February 3, 2006

Customer Experience Spending Booms In 2006

Survey Of Customer Experience Panelists Reveals Plans For This Year

by Nate L. Root

with Moira Dorsey, Caroline L. Carney

Executive Summary (This is a document excerpt)

In Q4 2005, we surveyed Forrester's Customer Experience Peer Research Panel (PRP) about their spending plans for 2006. The overall trend: Panelists want to shift more customers to self-service channels — and they've found that improving usability is the most effective way to accomplish that goal. To support these efforts, firms will generally maintain or increase the amount they spend on customer experience improvement in 2006, with the biggest boosts accruing to tools and trades that help companies better understand their customers' behavior.

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