Best Practice Report

Customer Engagement: Optimizing Self-Service Options

May 4th, 2018

Summary

Providing customers with self-service options has become increasingly important for B2B organizations. Many self-service channels are faster and simpler than channels that require active participation from the organization. Engaging in frequent experiences with apps and automated systems in personal purchases also has changed the way customers expect to engage. In this report, we discuss how organizations can maximize the value and recognize the limitations of self-service options within an omni-channel customer engagement strategy to balance organizational resources and effort and increase customer loyalty.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.