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The Astonishing Cost of a Poor Online Experience (And What You Can Do About It)

The Astonishing Cost of a Poor Online Experience (And What You Can Do About It)

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Very few companies would be content to have their corporate website cost them $12 million in unnecessary service costs every year, particularly when those costs are tied directly to a poor online customer experience. Yet, based on a published Forrester Research, Inc. report entitled “Websites that Don’t Support Customer Goals Waste Millions (February 17, 2010), it is estimated that many companies are doing just that. It’s just that it may not be that obvious to them.
Very few companies would be content to have their corporate website cost them $12 million in unnecessary service costs every year, particularly when those costs are tied directly to a poor online customer experience. Yet, based on a published Forrester Research, Inc. report entitled “Websites that Don’t Support Customer Goals Waste Millions (February 17, 2010), it is estimated that many companies are doing just that. It’s just that it may not be that obvious to them.

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Published by: IntelliResponse Systems Inc. on May 03, 2012
Copyright:Attribution Non-commercial

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05/03/2012

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 A published Forrester Research, Inc. report reveals the Forrester model that estimatesan average retailer could receive 2.8 million unresolved customer service visits to their company website each year. The model estimates that 71% of these issues couldend up in one of the following three escalation channels, resulting in an estimated$12 million in avoidable customer service costs for the average company per year.
 The Astonishing Cost of a Poor Online Experience(And What You Can Do About It)
WHEN CUSTOMERS CAN’T FIND ANSWERS ON YOUR WEBSITE, IT GETS COSTLY FAST…
37%
of unresolved website interactions escalate to phone
23%
of unresolved website interactions escalate to email
11%
of unresolved website interactions escalate to chat 
1,036,000 PHONE CALLS X $7.00 EA =
$7,252,000
644,000 EMAILS X $6.50 EA =
$4,186,000
308,000 CHATS X $5.00 EA =
$1,540,000
ESTIMATED TOTAL AVOIDABLE CUSTOMER SERVICE COSTS =
$12,978,000
© 2012 IntelliResponse, Inc.www.IntelliResponse.com1-866-454-0084info@intelliresponse.com
 
Why Are Dollars Flying Out The Window?
 
Let customers ask questions using natural language
1
Customers are highly 
task-oriented 
when they go to a website for service issues, meaning they want to take control of the experience by 
actively asking 
their question. A natural language portal is the best way to enable this, because it lets the customer express her question quickly, specifically and in her own unique way.
6 Web Self-Service Best Practices
Here are six best practices you can follow to take your company’s online self-serviceexperience beyond the status quo, and significantly reduce the cost of escalations intoyour higher cost service channels...
When customers arrive on your web site, they want their resolution journey to get underway immediately. Your best self-service feature,therefore, should be instantly identifiable. If not, the customer’s established habit of looking for the “Contact Us” page will take over andthe customer will route their request straight to one of your high-cost human-assisted channels.Why create a self-service solution option that actually works, and then bury it where no one can see it?
Don’t hide your web self-service functionality 
23
 A visually appealing self-service feature will help to focus your customer’s attention and encourage them to interact. A highly effective way to do this is to use a virtual agent or a brand mascot (if your company has one).
Use compelling, inviting visuals to demonstrate that you want customers toengage with you on the website
Copa Airlines prominently displays a natural language self service tool on their home page. The ‘Ask Ana’ virtual agent is inviting and engaging to the eye.
 THE ASTONISHING COST OF A POOR ONLINE EXPERIENCE (AND WHAT YOU CAN DO ABOUT IT)3© 2012 IntelliResponse, Inc.www.IntelliResponse.com1-866-454-0084info@intelliresponse.com

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