| Title: | How Consumers Research, Buy, And Get Service |
| Price: | $249.00 |
| Publication Date: | Mar 31, 2008 |
| Source: | Forrester Research |
| Author: | Bruce Temkin |
| Report Type: | Trends |
| Word Count: | 3774 |
| Length: | 9 Pages |
| Description: | Forrester asked consumers about the channels they use when researching, buying, and getting customer service. In-person interactions, both phone and store, dominated these activities. But consumers were not very satisfied with most interactions. Our research also looked at channel preferences across generations. No surprise: Older consumers prefer to research in a store while younger consumers prefer the Web. It turns out, however, that Gen X showed the most preferences for buying online. Firms should improve all of these interactions by examining the experience from the customer's viewpoint, using personas, and tapping into Forrester's self-help evaluation tools. |
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