Customer Experience Spending Intensifies In 2008

To understand their 2008 priorities, Forrester surveyed customer-experience decision-makers at large North American firms. Most plan to boost spending on customer experience in 2008, with measurement tools like Web analytics and customer satisfaction surveys at the top of their shopping lists. When asked about their priorities, more than 80% of respondents said that improving the usability, usefulness, and enjoyability of the online experience is more important this year. Firms are also looking beyond the browser — more than half of our panelists said cross-channel interactions, rich Internet applications, and mobile Web applications are more important than they were last year. We expect these trends to lead to more customer-centric cultures and processes by enabling firms to be more disciplined in their approach to customer experience, compete for funding with quantitative business cases, and get attention from executives to resolve organizational issues that cause cross-channel disconnects.