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For Customer Experience Professionals

How Consumers Research, Buy, And Get Service, 2011

March 16, 2011

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  • By Adele Sage
  • with Ron Rogowski,
  • Jennifer Peterson,
  • Belle Bocal

Why Read This Report

Forrester asked consumers about the channels they use when researching, buying, and getting customer service. In-store experiences were the most popular and the most satisfying across activities, while phone self-service experiences were consistently least satisfying. Consumers voiced specific channel preferences, such as completing all activities in a store, researching online, and getting support over the phone. By plotting usage versus satisfaction and highlighting preference, we identified specific channels for customer experience professionals to focus on improving — but all with an eye on the bigger cross-channel picture.

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Tools And Templates

Best Practice Assessments

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  • Channel Preferences For Researching, Buying, And Getting Service

Table of Contents

  • How Do Usage And Satisfaction Differ For Research, Purchase, And Service?
  • Popularity, Preference, And Satisfaction Levels Point To Improvements

  • Improve Individual Channels With An Eye On The Bigger Picture
  • Supplemental Material
  • Related Research Documents