May 26, 2009

Using Channel Satisfaction Data To Build The Business Case For eBusiness

an introduction by Carrie Johnson, Elizabeth Davis

with Kate van Geldern

Executive Summary (This is a document excerpt)

Forrester recently released a report showing the results of a survey of more than 4,500 US consumers and their level of satisfaction with Web, phone, and in-person interactions across 12 different industries. The report allows eBusiness and channel strategy professionals to benchmark customer satisfaction with the online channel against other channels, industries, and specific competitors. This data can help eBusiness professionals make the business case for greater investment in the online channel and for better multichannel integration.