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 "Our Take"
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"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.
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7/19/06 - Measuring the Self-Service Experience
So is measuring the customer experience different for self-service versus assisted service? It seems, according to many people, that it depends.
On reader wrote, "While the overall strategy for collecting customer input about service process effectiveness may be the same for self service as for "traditional" human-based service, the tactics certainly will differ. In self-service mode, we're less likely to know who the customer is, making feedback more difficult. Collecting feedback at the point of the interaction becomes more essential."
One thing that really caught my attention was the following observation: "Self-service lowers the cost -- but for whom?" Yes, we all want to lower our cost of service but if we lower the cost for the customer too, then aren't we providing better value? So try to lower the cost for both sides rather than simply off-loading work to the customer.
Gary Lemke, Publisher
(Share your thoughts)
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