Customer experience spending will intensify in 2008

According to a new report just published by Forrester Research, customer experience spending is about to take off to new levels.

Analyst Megan Burns interviewed decision-makers from North American companies with annual revenues of $500 million or more. In every category, more respondents said their spending on customer experience was going to increase than decrease. The top two priorities for those executives are better Web analytics and customer satisfaction surveys. A greater emphasis on customer personas is also on the drawing board for many companies.

Measurement of these efforts remains key, though.

"The ability to measure the actual impact of a better customer experience will also help firms estimate the ROI of future customer experience projects," Burns writes. "From that data they'll be able to create more compelling, quantitative business cases that will win funding, even when budgets are tight."