Why Read This
Forrester's research shows that customers rank technical support at or near the top of their criteria for both vendor and product consideration. Yet the support experience in the tech industry is poorly architected, branded, funded, and managed. Despite the role that support experience plays in differentiating models, positions, and portfolios, no tech vendor has generated the type of customer service brand value associated with leaders in other industries, such as HealthLink Europe, Nordstrom, Virgin, or Walmart. As technology products become more difficult for customers to distinguish between, particularly in the form of cloud services, customer service excellence represents a marked brand marketing opportunity that only appreciates in value as more industry value is moved through channels.