Saturday, March 15, 2008

Is Customer Experience Recession-Proof?

A good business during a recession ...

"A recession -- that's what the Wall Street Journal now calls our economic slowdown -- is no time to slack off on using IT for sales, marketing and e-business: When consumer spending drops, the need to compete for remaining dollars only heats up. Our recent customer strategies survey found analytics, improving service and creating a consistent customer experience are priorities; our spending survey found companies still plan to invest in business intelligence.

A new report from Forrester is in accord with this view. The title says it all: "Customer Experience Spending Intensifies In 2008" According to the summary, "more than 80% of respondents said that improving the usability, usefulness and enjoyability of the online experience is more important this year." Improving online usability, adding new online functionality, making online interactions more enjoyable and improving cross-channel interactions all are considered more important this year by more than two-thirds of respondents.

Among the areas seeing spending increases:

Web Analytics (68% spending somewhat or significantly more this year over previous).
Usability (53% spending somewhat or significantly more this year over previous).
Behavioral Research (51% spending somewhat or significantly more this year over previous)

What's not clear from this study is whether or not CIOs will go back on their plans and start to cut back spending in this area as their budget comes under pressure from the gloomy economic news. Let's hope that's not the case."    (Continued via Research Central)    [Usability Resources]


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