Forrester

Why Read This Report

"Cross-channel," "relevance," and "personalization" are not new words in the customer service conversation. What is new is the urgency surrounding this conversation. This exigency is driven by the extraordinary empowerment accompanying consumers' expanding connectivity. Extending Forrester's concept of agile commerce, we spoke with eBusiness executives and leading customer service vendors to identify the attributes of an agile customer service organization. Our research revealed that there are three key attributes to agile customer service, characterized by three C's: contextual, consistent, and cross-touchpoint. The metamorphosis from multichannel to agile customer service requires eBusiness leaders to: 1) make customer service an organizational obsession; 2) provide customer support when and where customers want it; 3) ensure customer service experience is consistent across all touchpoints; and 4) develop cross-touchpoint strategies to ensure customers can move seamlessly between devices and channels.