How Consumers Research, Buy, And Get Service, 2011

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.