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For Customer Experience Professionals

Experiences Across The Customer Life Cycle

Satisfaction With Researching, Buying, Product Usage, And Customer Service

February 11, 2010


  • By Bruce D. Temkin
  • with William Chu,
  • Shelby Catino

Why Read This Report

Forrester asked more than 4,600 US consumers about their experiences in researching, buying, and using products or services as well as with customer service interactions across 14 industries. In 12 of the industries, customer service had the lowest satisfaction rates. Hotels and retailers were the only industries to surpass net satisfaction rates of 80% in three of the interactions, while utility providers, TV service providers, and health insurance plans didn't even crack net satisfaction of 70% for any of the four types of interactions. Gen Y disliked researching products and services the most, and Seniors were the most satisfied with buying experiences. Credit unions got the highest ratings across all four interactions.

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  • Forrester Looked At Four Key Touchpoints Along The Customer Life Cycle
  • Satisfaction With Researching A Product Or Service Across Generations
  • Satisfaction With Buying A Product Or Service Across Generations
  • Satisfaction With Using A Product Or Service Across Generations
  • Satisfaction With Getting Customer Service Across Generations
  • Companies That Outperform Their Industry By Five Percentage Points Or More