Report

July 2002

Mastering Online Customer Service


Bruce Temkin
Firms optimistically expect online service to cut costly phone calls. But companies won't garner these savings unless they target Web-based solutions at receptive customer segments -- and strive to break old habits.
by Bruce Temkin with Bob Chatham, Hillary Drohan, Katharine Gardiner

INTERVIEWS
  • Forty-five percent of companies are actively considering or piloting interactive knowledge bases.
  • Half of firms expect to increase eService spending in 2004.
  • Over the next two years, firms expect online self-service to absorb 23% of their incoming call volume.
ANALYSIS
  • Email interactions can cost more than a phone call.
  • Don't deploy eService until you clearly identify problems.
  • Self-service customers should get seamless access to reps.
ACTION
  • Reward self-servers with price breaks.
WHAT IT MEANS
  • Say "goodbye" to standalone eCRM.
 
Figures & Data
  • Figure 1.  Execs At Large Firms Give eService High Marks
  • Figure 2.  Online Service Technology Deployments
  • Figure 3.  Online Self-Service Expected To Offload Call Volume
  • Figure 4.  Firms Plan To Increase eService Spending
  • Figure 5.  Model: Variable Costs To Resolve A Customer Issue
  • Figure 6.  Usage Of Service Channels Differs By Sex And Age
  • Figure 7.  Customers Explicitly Select Service Channels
  • Figure 8.  Tips For Merchandising Self-Service
  • Figure 9.  Identifying Online Service Options
   
RELATED MATERIAL 
  • Online Resources
  • Companies Interviewed For This Report
  • Related Research
 
GRAPEVINE
  • Sir, you'd look great in our new floral dress.
  • We made losing customers "simple and easy."
  • You can't count on shredding email.

 

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Special Feature: Models
Document Type: Report
Archived Teleconference:
The 2010 Customer Experience Index
Original air date: Thursday, February 18, 2010

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1 Model

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