Save or Share this Report

For eBusiness & Channel Strategy Professionals

Selecting Online Customer Service Channels To Satisfy Customers And Reduce Costs

June 25, 2010

Primary author headshot


  • By Diane Clarkson
  • with Carrie Johnson,
  • Elizabeth Stark,
  • Brendan McGowan

Why Read This Report

From a customer service perspective, right-channeling means providing your customers with satisfying service through the lowest-cost channel. For most eBusinesses, improving right-channeling requires expanding online customer service options. eBusiness professionals face the challenge of determining what customer service channel(s) to introduce and to what extent these new channels will deflect volumes from existing channels. To successfully address these challenges, eBusiness professionals should identify what proportion of their overall customer service interactions fall into the categories of low, medium, and high complexity. This information will help prioritize new customer service channel selection and estimate the potential deflection volumes from current customer service channels.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($499 USD).