Enhance Your Product Strategy With Convenient Customer Service

Air Date: Friday, September 18, 2009

Cost: $250

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Presented By:

Who should attend: Consumer Product Strategy professionals

Description:

Customer service has become an integral part of product strategy and must now be a primary concern of Consumer Product Strategy professionals. Customer service has also grown more complex in terms of the options presented to consumers. The options have evolved from taking a product back to the store where it was purchased or calling a toll-free number to now having the option of contacting customer service via email, online chat, voice response systems, or using Web self-service.

Moving customer service online is a double-edged sword — it's costly and complex but can ultimately reduce expenses if it reduces call volumes to the call center. Yet what's right for the company may not always be right for the consumer. We believe companies must cater to consumers' perception of convenience when contacting customer service. We apply our Convenience Quotient methodology to various forms of customer service by calculating the benefits each channel offers and subtracting the barriers to adoption, and we come up with our ranking of consumers' preferred options in terms of convenience. Consumer Product Strategy professionals should think of customer service, in whatever guise, as a critical product attribute and weave their choice of interaction directly into their overall product strategies.

Agenda:

• Customer service, an integral part of product strategy
• Assessing the benefits that flow to consumers for various customer service channels
• Identifying the barriers to adoption of each of these channels
• Scoring and ranking customer service methods using Convenience Quotient
• How to enhance your product strategy through convenient customer service

*** This Teleconference is now available to all RoleView clients; however the related research may only be available with JupiterView access. In order to gain access to this research, simply click Contact Me and your account manager will call you.

Related Research:

Cracking The Convenience Code

by James L. McQuivey, Ph.D., February 6, 2009

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