{"id":1765,"slug":"forrester-53-percent-abandon-73-percent-value-time-2015","title":"Forrester 2015 Customer Lifecycle Survey — 53% of customers likely to abandon online purchases if they can't find quick answers; 73% say valuing their time is most important","kind":"reference","scope":"business","status":"current","audiences":["kevin","smb-owner","candid-team"],"topics":["forms-conversion","self-service-customer-preference"],"reference_body":"**Claim:** \"In our December 2015 'Customer Lifecycle Survey,' we found that 53% of customers are likely to abandon their online purchases if they can't find quick answers to their questions. 73% say that valuing their time is the most important thing companies can do to provide them with good customer service.\"\n\n**Source:** Forrester blog, \"Your Customers Don't Want To Call You For Support,\" March 3, 2016.\n\n**Confidence:** Verified — independent.\n\n**Why this matters for Candid:** Quantifies the *cost* of not delivering findability — half of online purchases at risk when answers aren't fast. Anchors the \"self-service is a revenue surface, not just a cost-saver\" framing in client conversations. Pair with [[gartner-43-percent-findability-failure-2024]] for the failure-mode side.","rationale_body":null,"metadata":null,"links":{"outgoing":[{"slug":"forrester-faq-page-use-67-to-81-percent-2012-2015","title":"Forrester (2016) — web/mobile self-service overtook the phone; FAQ-page use rose from 67% (2012) to 81% (2015) of US online adults","kind":"reference","scope":"business","link_type":"relates-to"},{"slug":"gartner-43-percent-findability-failure-2024","title":"Gartner / Eric Keller — single most common self-service failure mode is inability to find relevant content; appears in >43% of cases","kind":"reference","scope":"business","link_type":"relates-to"}],"incoming":[{"slug":"research-brief-searchable-structured-catalogue-working-tool-june-2026","title":"Research brief: the searchable, structured catalogue as a working tool — when records-not-prose pays off (June 2026)","kind":"reference","scope":"business","link_type":"relates-to"},{"slug":"quarantine-forrester-self-service-cost-0-10-vs-6-12","title":"QUARANTINE — \"Self-service interaction costs $0.10 vs $6-$12 for live agent\" (attributed to Forrester)","kind":"research-notes","scope":"business","link_type":"relates-to"},{"slug":"rule-self-service-fails-on-findability-deliver-via-structured-records","title":"R5 — Self-service most often fails on findability; deliver self-service via structured, queryable records, not un-queryable documents","kind":"rule","scope":"business","link_type":"relates-to"}]},"created_at":"2026-06-21T13:17:12.625Z","updated_at":"2026-06-21T13:17:12.625Z"}