The Real Cost Of Providers' Customer Service

Poor customer service, especially low-cost Web-based service, is costing service providers customers. Service providers — including telephone companies, cable companies, and Internet service providers (ISPs) — have a customer service "Catch 22." To lower the cost of customer service, they direct their customers who are in need of technical assistance or have questions about their bill to the Web. But most customers still feel that they get a better, more satisfying experience via call centers, and many say that they would switch providers if they felt that their current provider's service was inadequate. To decrease churn while cutting costs on customer service, providers must market and deliver a Web experience that feels as personal and customizable as the call center and works well across connection types.