Why Read This
Consumers want to engage across a range of touchpoints from websites to mobile devices to tablets. They will expect firms to know who they are, what they have purchased, the nature of their interactions with you, and how much value they represent to businesses. They will expect firms to offer contextual service across a range of touchpoints and technologies. And they will expect empowered customer service support. As consumers' expectations increase and emerging mobile and social strategies continue to challenge established ownership frameworks, Forrester predicts 2011 to bring some key shifts in how eBusiness executives think about and organize for online customer service.