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The CRM Playbook For 2017

Transform Customer Processes And Systems To Improve Experiences

The age of the customer means that a focus on the customer now matters more than any other strategic imperative. Forrester's CRM playbook outlines four steps that application development and...

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  • For Application Development & Delivery Professionals

    Report

    Report Predictions 2018: Blended AI Will Disrupt Your Customer Service And Sales Strategy

    Prepare For Dips In Customer Satisfaction And Service Levels
    November 9, 2017 | Daniel Hong, Nick Barber, Ian Jacobs

    Artificial intelligence. All the craze. Application development and delivery (AD&D) professionals are on the frontline in learning how to use AI in customer service and sales. Whether that's...

  • For Application Development & Delivery Professionals

    Report

    Report Your Customers Don't Want To Call You

    Invest In Self-Service And Low-Friction Channels In Your Contact Center
    February 29, 2016 | Kate Leggett

    Customers are increasingly using Web and mobile as a first point of contact with customer service organizations. Across all generations, they are also increasingly relying on digital channels like...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Channel Management: Core To Your Customer Service Strategy

    January 20, 2015 | Kate Leggett, Fraser Tibbetts

    Consumers' preferences for customer service channels are rapidly changing. And it's not just the younger generation of consumers — there's disruption and change across all ages and demographics....

  • For Application Development & Delivery Professionals

    Report

    Report TechRadar™ For AD&D Pros: Contact Center Solutions For Customer Service, Q2 2013

    April 17, 2013 | Kate Leggett, Art Schoeller

    Locking in customer loyalty via deeper engagement and differentiated experiences will continue to be critical priorities for organizations in all sectors in the decade ahead. But navigating the...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Understand Communication Channel Needs To Craft Your Customer Service Strategy

    March 11, 2013 | Kate Leggett

    Consumers' preferences for customer service channels are rapidly changing. And it's not just the younger generation of consumers — there's disruption and change across all ages and demographics....

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Online Customer Service Functionality Benchmark: US Airlines

    The Best And Worst Of Online Customer Service Among The Top Four US Airlines
    February 28, 2012 | Diane Clarkson

    Forrester evaluated the online customer service offerings of the four largest US airlines: Delta Air Lines, United Airlines, Southwest Airlines, and American Airlines. Our analysis uncovered a few...

  • For Application Development & Delivery Professionals

    Report

    Report How To Calculate The Cost Of Customer Service To Drive Improvements

    September 12, 2011 | Kate Leggett

    Measuring the actual cost of your customer service operations over the different communication channels that you support is difficult. Business process pros supporting customer service operations...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Selecting Online Customer Service Channels To Satisfy Customers And Reduce Costs

    June 25, 2010 | Diane Clarkson

    From a customer service perspective, right-channeling means providing your customers with satisfying service through the lowest-cost channel. For most eBusinesses, improving right-channeling...

  • For Customer Experience Professionals

    Report

    Report What Consumers Do When They Can't Complete A Goal In Their Channel Of Choice

    April 9, 2010 | Adele Budovsky

    Forrester asked US consumers what they did after their first channel of choice — either Web or phone — failed to provide the information they needed. Our data shows that among those who stayed with...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Using Email Customer Service to Keep Customers On Your Web Site

    November 24, 2009 | Diane Clarkson

    eBusiness professionals should be focused on customers' multichannel experiences; why, then, is email customer service trapped in a silo? Email customer service habitually drives customers further...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report The Reality Of Customer Service In Europe: How Europeans Use And Rate Service Channels

    October 9, 2009 | Patti Freeman Evans

    With 51% of European adults having sought company support in the past three months, customer service must be a key component of any company retention strategy. We found that Europeans favor...

  • For Customer Experience Professionals

    Report

    Report Footwear Manufacturers' Cross-Channel Experience, 2009

    An Industry Look At This Year's Best And Worst Of Cross-Channel Design
    September 18, 2009 | Adele Budovsky

    As part of a larger analysis of 16 firms, Forrester evaluated the cross-channel experiences of four large footwear manufacturers — adidas, New Balance, Nike, and Puma. Overall, the footwear...

  • For Customer Experience Professionals

    Report

    Report Discount Retailers' Cross-Channel Experience, 2009

    An Industry Look At This Year's Best And Worst Of Cross-Channel Design
    September 3, 2009 | Bruce D. Temkin

    As part of a larger analysis of 16 firms, Forrester evaluated the cross-channel experiences of four large discount retailers — Kmart, Sears, Target, and Wal-Mart. Overall, the discount retailers...

  • For Customer Experience Professionals

    Report

    Report Executive Q&A: Cross-Channel Reviews

    July 31, 2009 | Adele Budovsky

    Cross-channel reviews uncover flaws that prevent users from accomplishing goals when their paths take them across multiple channels, like Web sites and interactive voice response (IVR) systems....

  • For Marketing Leadership Professionals

    Report

    Report Enhance Your Product Strategy With Convenient Customer Service

    June 22, 2009 | Doug Williams

    Customer service has become an integral part of product strategy, and, as such, it should now be a primary concern of consumer product strategy professionals. Customer service has also grown more...

  • For Customer Experience Professionals

    Report

    Report Best And Worst Of Email Interaction Design, 2009

    Forrester Applies Its Email Interaction Review Methodology To 16 Major Firms
    May 27, 2009 | Adele Budovsky

    Forrester applied its Email Interaction Review to the email interactions of 16 firms: four each of the largest auto insurers, discount retailers, footwear manufacturers, and online travel agencies....

  • For Customer Experience Professionals

    Report

    Report Online Travel Agencies' Cross-Channel Experience, 2009

    An Industry Look At This Year's Best And Worst Of Cross-Channel Design
    May 22, 2009 | Adele Budovsky

    As part of a larger analysis of 16 firms, Forrester evaluated the cross-channel experiences of four large online travel agencies — Expedia, Orbitz, priceline.com, and Travelocity. Overall, the...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report eBusiness Customer Service And Support Benchmark

    Aligning Availability And Accessibility With Customer Needs And Desires
    March 27, 2009 | Zachary McGeary

    Consumers continue to embrace online customer service and support. According to a November 2008 survey, 48% more consumers claimed that a company Web site was more useful than a physical store for...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report US Customer Service And Support Metrics, December 2008

    Benchmarking Email Response Management Best Practices
    February 13, 2009 | Zachary McGeary

    Of the 84% of sites offering email as a customer support option, only 44% provided auto-acknowledgements, according to a recent JupiterResearch WebTrack. Moreover, 81% of sites responded to email...

  • For Application Development & Delivery Professionals

    Report

    Report Forrester's Customer Service Innovation Framework And Self-Assessment

    Use Our Assessment To Improve The Customer Experience And Get Quick Wins
    January 13, 2009 | Natalie L. Petouhoff, Ph.D.

    Customer service disappointments are often a result of poor strategy. Forrester's Customer Service Innovation Framework provides you with 150 best practice capabilities — organized into six...

  • For Application Development & Delivery Professionals

    Report

    Report Forrester's Customer Service Innovation Capabilities Self-Assessment

    January 9, 2009 | Natalie L. Petouhoff, Ph.D.

    This is the self assessment workbook that accompanies the document "Forrester's Customer Service Innovation Framework and Self-Assessment".

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Optimizing Online Banking Customer Contacts

    A Checklist For Improving Self-Service During The Downturn
    December 18, 2008 | Emmett Higdon

    Given the continuing turmoil experienced by financial institutions, the last thing customers need from their bank is more uncertainty. Yet when posing a question online, many customers are often...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Case Study: E-LOAN Finds Success In Targeting Application Abandoners

    Communication Timeliness Is The Key To Success In Converting Abandoners
    November 5, 2008 | Brad Strothkamp

    E-LOAN is one of the few financial firms to take application abandonment seriously. Consumers who abandon applications receive two follow-up emails encouraging them to complete the process. The...

  • For Application Development & Delivery Professionals

    Report

    Report The Forrester Wave™: Customer Service Software Solutions, Q4 2008

    Define The Customer Experience Before Choosing A Vendor
    October 21, 2008 | Natalie L. Petouhoff, Ph.D.

    Forrester evaluated the leading customer service solution vendors across an average of approximately 180 criteria and found that the vendors still need to be grouped into three groups:...

  • For Customer Experience Professionals

    Report

    Report Best And Worst Of Email Interaction Design, 2008

    Forrester Applies Its Email Interaction Review Methodology To 16 Major Firms
    October 14, 2008 | Adele Budovsky

    Forrester applied its Email Interaction Review to the email interactions of 16 firms: four each of the largest airlines, banks, department stores, and MP3 player manufacturers. None of the 13...