Skip to main content

Save or Share this Report

For Customer Experience Professionals

Customers Prefer Hybrid Digital/Physical Experiences

New Insights From Forrester's Customer Experience Index

February 9, 2018

Primary author headshot

Authors

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.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

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

Recommended Research