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May 15, 2009 Customer Service Trumps PriceUS Consumers Pick Good Customer Service Over Low Prices In 12 Industriesby Bruce D. Temkin with William Chu, Angela Beckers |
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Executive Summary
Forrester asked nearly 4,600 consumers how they choose the companies they do business with. Across all 12 industries we examined, good customer service was more important than low prices; the largest gaps were uncovered for banks, investment firms, and health insurance plans. While customer service is a critical element across industries, Gen Y consumers were the least enamored with good service, and Younger Boomers were the most interested in low prices.
This is an excerpt
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