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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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8/9/06 - Support That Works - Continued
While we are rich in new technologies that create fresh and innovative ways to collaborate with customers, research tells us that 9 out of 10 service and support requests are still done via the telephone. Despite predictions otherwise, people are not giving up their use of the phone.
Why? Customers have been jaded by bad self service experiences. Once bitten, twice shy. One reader wrote, "A database of topics and FAQs is not enough for the great majority of customers. If content was given the closed loop treatment and updated as often as most retail sites, then improvements can be made rapidly. I believe this is a result of customer services generally being siloed from the rest of marketing."
In other words, customers might take self service more seriously, if companies took it more seriously. Indeed most organizations have some form of self service but perhaps don't understand the investment needed to maintain and improve the self service experience. Do you agree?
Gary Lemke, Publisher
(Share your thoughts)
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