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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.
 
 
7/21/06 - Too Much Focus on Cost Containment
This week we've been talking about how to measure the self-service customer experience. Many of you have written to share hard learned lessons about the reasons behind self-service initiatives. More specifically, the lesson is that a singular focus on cost containment is a sure sign of impending failure.
 
One reader suggested, "Cost control or containment should be an outcome of an effective self-service solution, not the number one focus. A push to self-service not only deflects a call, they deflect the customer...to your competition."
 
And here's another piece of advice: "If you build a self service application with a focus on saving money over serving the caller, you'll do neither. If you build it with a focus on serving the caller over saving money, you'll do both."
 
Gary Lemke, Publisher
(Share your thoughts)
 

 
 

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