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For Customer Experience Professionals

Customers Prefer Hybrid Digital/Physical Experiences

New Insights From Forrester's Customer Experience Index

February 9, 2018

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Why Read This Report

Conventional wisdom states that customers prefer digital experiences. As a result, companies race to create entirely digital experiences to entice customers away from physical channels like call centers and brick-and-mortar locations. New research from Forrester's Customer Experience Index (CX Index™) reveals that this strategy may fail. In this report, we detail when and how hybrid customer experience (CX) outperforms both purely digital and purely physical experiences. We also offer key insights for CX professionals who want to approach hybrid CX strategically.

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Table of Contents

  • Customers Prefer Hybrid Experiences
  • What It Means

  • Successful Firms Will Take A Strategic Approach To Hybrid Experience
  • Supplemental Material
  • Related Research Documents

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