{"id":1787,"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","status":"current","audiences":["kevin","candid-team"],"topics":["editorial-discipline","self-service-customer-preference"],"reference_body":"**Quarantined claim:** \"Self-service interaction costs $0.10 vs $6-$12 for live agent,\" attributed to Forrester.\n\n**Reason for quarantine:** Appears only in secondary blog roundups, not a verifiable current Forrester primary page. The Forrester claims we DO use ([[forrester-faq-page-use-67-to-81-percent-2012-2015]], [[forrester-53-percent-abandon-73-percent-value-time-2015]]) trace to specific Forrester blog posts with date attributions; this cost-per-interaction figure does not.\n\n**Why we keep this note:** The \"$0.10 vs $6-$12\" multiplier is the single most-quoted business-case number in the self-service literature. Internal discipline says don't use it without primary attribution.","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":"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","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"}]},"created_at":"2026-06-21T13:17:12.715Z","updated_at":"2026-06-21T13:17:12.715Z"}