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For Customer Experience Professionals

Customer Service Trumps Price

US Consumers Pick Good Customer Service Over Low Prices In 12 Industries

May 15, 2009


  • By Bruce D. Temkin
  • with William Chu,
  • Angela Beckers

Why Read This Report

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.

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