How Customers Rule

We’ve entered the Age of the Customer, according to Forrester Research, Inc. The three main reasons: the commoditization of competitive barriers, the dissolution of traditional industry boundaries, and the increasing power of consumers due to online channels. To fi nd your company’s tools for success, turn to our special section starting on page 16.

89 % of consumers began doing business with a competitor following a poor customer experience (1)

74 % of customers say they have spent more with a company because of a history of positive customer service experiences (3)

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67 % of online consumers say that they’ve had unsatisfactory service interactions in the past 12 months (2)

FACTS TO GUIDE YOUR CUSTOMER EXPERIENCE EFFORTS

60 % Companies that prioritize customer experience generate 60 percent higher profi ts than those of their competitors (4)

6 -7x It is 6 to 7 times more costly to attract a new customer than it is to retain an existing customer. (5)