Trends Report

Customers Prefer Hybrid Digital/Physical Experiences

New Insights From Forrester's Customer Experience Index

February 9th, 2018
Rick Parrish, Vice President, Research Director
Rick Parrish Vice President, Research Director
With contributors:
Harley Manning , William Willsea , Shayna Neuburg

Summary

Conventional wisdom states that customers prefer digital experiences. As a result, companies race to create entirely digital experiences to entice customers away from physical channels like call centers and brick-and-mortar locations. New research from Forrester's Customer Experience Index (CX Index™) reveals that this strategy may fail. In this report, we detail when and how hybrid customer experience (CX) outperforms both purely digital and purely physical experiences. We also offer key insights for CX professionals who want to approach hybrid CX strategically.

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