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	December 13, 2006 A Telco Designs For Multichannel And Improves Self-Service by Kyle McNabb with Barry Murphy, Shelby Semmes

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Executive Summary

A wireless telecommunications company, in an effort to reduce the burden on its call center for basic transactions, provided a self-service site to customers. Initial deployments provided little return as customers abandoned the self-service functions and instead continued phoning the call center. The Web support team identified a core issue: The self-service experience was the same for all customer channels and customer types rather than being designed and personalized for the customer. Working closely with their marketing peers, the Web support team pushed forward to provide personalized experiences to end customers — even identifying certain customers who preferred to conduct some self-service transactions via their mobile phones. Personalizing the Web site significantly reduced customer support costs as customers increasingly used the self-service channel.

This is an excerpt

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