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November 28, 2005
The Truth About Low-Cost Customer Interactions
A solution that employs multiple self-service channels effectively allows the company to free up support staff to deal with the more complex customer problems. Self-support solutions can e as good as the type of support response delivered by human interaction. This also eliminates frustration on the part of the cusotmer. However, in order to benefit from authmated support, it is important to find the appropirate service channel that delivers the high-value service associated with live support. Lower-cost service channels that cost pennies per interaction resolve routine interactions through FAQs and search engines are deployed to resolve repetitive and generic customer service inquiries. When self-service is not the solution to an enquiry, higher-cost methods such as attended e-mail, on-line chat and live telephone conversations are employed for further assistance. Remember to draft the FAQs and search data in a manner that the customer can understand it easily. Many companies make the mistake of using language that is familiar to the company, but makes the customer feel lost. CRM Today reports:
Calculations involving the total cost of ownership (TCO) for self-service tools seldom take into account the hidden costs of brand degradation and increased per incident session times. If they were, the true cost of FAQs and search techniques would be far greater than most companies believe.
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