Forrester Research: customer experience is an international challenge

Overview

Across the globe, the demand for a better customer experience is a universal constant.

People have very specific expectations about their human, paper, and electronic interactions with companies that vary from country to country.

For companies operating internationally, these expectations resemble the vocabulary and syntax of a foreign language: The better you master them, the more the other person in the conversation feels as though you are listening to and understanding him.

Providing a good customer experience across multiple countries is a complex problem. Forrester looks at the issues involved in providing a good customer experience and lays out important recommendations.