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  "Our Take"

(Past Editions by: Date, Title, Topic)

 
About "Our Take" 
"Our Take" is a collection of daily vignettes covering a wide range of CRM topics. It's an attempt to add our own spin to the world of CRM. We will use the column to share our perspectives, opinions, epiphanies, web nuggets, or quite frankly anything that moves us. Get ready to expect the unexpected. And, don't be shy about sharing your thoughts.
 
 
7/18/06 - Measuring the Customer Experience
Self-service is often delivered via the Internet, IVR or kiosk or other form of non-human interaction. And many, if not most, organizations have a desire to direct customers towards self-service in hopes of lowering the cost per interaction.
 
But what about measuring the customer experience? Does our focus on chasing cost savings cause us to take our eye off improving the customer experience? Often that is the case as evident by frustrations voice with not being able to get satisfaction with live help.
 
So as we continue to talk about moving beyond operational metrics to measuring the customer experience, I want to point out that strategies for measuring the self-service experience may be totally different than the human assisted experience. Do you agree?
 
Gary Lemke, Publisher
(Share your thoughts)
 

 
 

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