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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 Drive Revenue, Please Customers By Connecting Customer Journeys

    Use Contextual Data To Repair Broken Journeys Between Self-Service And Contact Center Agents
    April 19, 2017 | Art Schoeller

    In the old fairy tale of Hansel and Gretel, the protagonists used bread crumbs to mark their trail home, but animals quickly ate them, leaving the pair lost in the wilderness. Customers who hop...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Death Of A (B2B) Salesman: Two Years Later

    Vision: The B2B eCommerce Playbook
    March 29, 2017 | Andy Hoar

    Two years after forecasting that 1 million B2B salespeople would be displaced by 2020, Forrester sees B2B buyers both accelerating their shift to self-serve and demanding higher-quality...

  • For Application Development & Delivery Professionals

    Report

    Report 2017 Customer Service Trends: Operations Become Smarter And More Strategic

    Vision: The Contact Centers For Customer Service Playbook
    January 27, 2017 | Kate Leggett

    In the age of the customer, your customers decide how customer-centric your company is. Customers expect easy, effective, deeply personal service, and this is shaping customer service technology...

  • For Application Development & Delivery Professionals

    Report

    Report TechRadar™: Digital Experience Platform Technologies, Q3 2016

    Landscape: The Digital Experience Delivery Playbook
    September 13, 2016 | Mark Grannan

    Organizations face an expanding ecosystem of technology supporting digital customer experiences, but they're falling behind on using the technology to provide great experiences. Application...

  • For Application Development & Delivery Professionals

    Report

    Report Vendor Landscape: Digital Experience Platforms

    Three Classes Of Vendors Tackle The Multichannel Experience Mandate

    Application development and delivery (AD&D) professionals need an array of software to create and manage the digital experience (DX). They must evaluate, implement, integrate, and build front-end...

  • For B2B Marketing Professionals

    Report

    Report How Self-Service Research Changes B2B Marketing

    Facilitate The Customer-Driven Journey To Improve Engagement, Context, And Conversion
    May 13, 2016 | Steven Casey

    B2B marketing is a victim of its own success. The explosion of content marketing has taught prospects that they no longer need to engage with salespeople early in the evaluation process to narrow...

  • For Application Development & Delivery Professionals

    Report

    Report Customers Self-Serve As A First Point Of Contact For Customer Service

    Adopt Five Best Practices To Drive Self-Service Knowledge Success
    May 4, 2016 | Kate Leggett

    Web and mobile self-service have unseated the phone as the first point of contact with customer service organizations. Why? Customers expect companies to value their time, and self-service provides...

  • 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 It's Only The First Inning Of Omnichannel Retail

    Vision: The Omnichannel Commerce Playbook
    February 11, 2016 | Sucharita Mulpuru

    Omnichannel retail is still in its early days. Most eBusiness leaders who are investing in "omnichannel" are typically looking to fulfillment tactics like "endless aisle" in stores and in-store...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Get Better Results — Virtual Agents Are Key To Improving Site Search

    December 1, 2015 | Brendan Witcher

    As technology has become increasingly sophisticated, consumer search expectations and behaviors have evolved. Unfortunately, traditional site search technology has failed to evolve at the same...

  • For Application Development & Delivery Professionals

    Report

    Report Vendor Landscape: Knowledge Management For Customer Engagement

    Eighteen Solutions For Delivering Differentiated Experiences
    September 30, 2015 | Kate Leggett

    Customers today want effortless engagement, and they increasingly leverage web or mobile self-service as a first point of contact with a company. Knowledge management solutions power self-service...

  • For Application Development & Delivery Professionals

    Report

    Report Brief: Focus On Three New Service Experiences To Thrive In The Age Of The Digital Customer

    Social, Proactive, And Embedded Customer Service Builds Intimacy With The New Breed Of Consumers
    April 16, 2015 | Ian Jacobs

    A new generation of customers doesn't seem to remember details of service processes. They have begun to prefer self-service versus speaking with contact center agents and now look to companies to...

  • For Application Development & Delivery Professionals

    Report

    Report Contact Centers Must Go Digital Or Die

    Rework Your Contact Center Technology And Staffing Models To Align With Customer Channel Preferences
    April 3, 2015 | Kate Leggett, Art Schoeller

    Consumer preference for customer service channels is changing across all ages and demographics. Adoption of digital customer service channels, with an emphasis on self-service channels such as web...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Good Alone, Better Together: Integrating Chat And Virtual Agents

    Creating Seamless Customer Service Interactions Is Key To Meeting Customer Expectations
    October 29, 2014 | Brendan Witcher

    Increasingly, organizations are turning to live chat and virtual agent tools in order to keep pace with the ever-demanding consumer. And for good reason: the ability to scale immediate, contextual...

  • 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 Customer Experience Professionals

    Report

    Report Top Ways To Improve Phone Self-Service Experiences

    May 18, 2011 | Adele Budovsky

    Few firms want to invest in improving phone self-service. But consumers use automated phone systems regularly and are deeply dissatisfied with what they experience. Our research uncovered four...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report The Multi-Touchpoint, Agile Commerce Consumer

    How Consumers Research, Buy, And Get Service, 2011
    April 4, 2011 | Brian K. Walker

    In their transition to agile commerce, companies must understand how consumers are interacting and using multiple touchpoints to research, transact, and get service. Customers no longer stick to...

  • For Customer Experience Professionals

    Report

    Report How Consumers Research, Buy, And Get Service, 2011

    March 16, 2011 | Adele Budovsky

    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,...

  • For Customer Experience Professionals

    Report

    Report How Satisfied Are Consumers With Phone Experiences In 2010?

    Consumers Rate Their Satisfaction With Phone Experiences Across 13 Industries
    July 12, 2010 | Megan Burns

    For many companies, the phone is a major channel through which they interact with customers. Forrester surveyed 4,653 consumers to find out how satisfied they were with the phone interactions they...

  • 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 Web-Phone User Experience 2010: PC Laptop Manufacturers

    Forrester Applies Its Web-Phone User Experience Review Methodology To Four Top US Firms
    May 27, 2010 | Adele Budovsky

    Forrester applied its Web-Phone User Experience Review methodology to the experiences at four large PC laptop manufacturers: Apple, Dell, HP, and Toshiba. The results: Apple came out ahead, but the...

  • For Customer Experience Professionals

    Report

    Report Executive Q&A: IVR User Experience Reviews

    May 19, 2010 | Adele Budovsky

    Forrester's IVR User Experience Review uncovers flaws that prevent users from accomplishing key goals in interactive voice response (IVR) systems. This document provides answers to some of the...

  • 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...

  • For Customer Experience Professionals

    Report

    Report Web-Phone User Experience 2010: Discount Retailers

    Forrester Applies Its Web-Phone User Experience Review Methodology To Four Top US Firms
    March 26, 2010 | Adele Budovsky

    Forrester applied its Web-Phone User Experience Review methodology to the experiences at the four largest discount retailers in the US: Costco, Kmart, Target, and Wal-Mart. The results: Target led...

  • For Infrastructure & Operations Professionals

    Report

    Report Real-Time Analytics For Contact Centers

    Do You Know What Your Customers Are Thinking?
    March 25, 2010 | Elizabeth Herrell

    Although contact centers and customer support managers collect data on their agents' performance, too little information is known about what their customers are experiencing during an interaction....