Forrester

Why Read This Report

Online consumers' preferences for online customer service channels are evolving. More online consumers have adopted online self-service in the past two years; it has also disappointed more consumers. Consumer adoption of chat and social customer support has exploded in the past two years. Not all channels are equal among generations: For example, younger generations are more likely to prefer chat over the telephone and use social media for support. But a preference of online customer service is not the domain of youth. Savvy eBusiness leaders recognize that developing online customer support channels isn't a tactic to build future relationships with today's younger customers; online customer service is imperative to appeal to the majority of today's online shoppers.