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ATTENTION eBUSINESS LEADERS: The 7 Realities of Online Self-Service that are Putting Your Business at Risk in 2012

ATTENTION eBUSINESS LEADERS: The 7 Realities of Online Self-Service that are Putting Your Business at Risk in 2012

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Forrester Research says eBusiness leaders must dramatically revitalize the self-service experience
offered on customer-facing websites in 2012, just to keep pace with evolving consumer expectations.
This white paper outlines 7 key realities of modern online service that expose the gap between customer
expectations and website performance, and how you can take steps to close that gap for your company
starting now.
Forrester Research says eBusiness leaders must dramatically revitalize the self-service experience
offered on customer-facing websites in 2012, just to keep pace with evolving consumer expectations.
This white paper outlines 7 key realities of modern online service that expose the gap between customer
expectations and website performance, and how you can take steps to close that gap for your company
starting now.

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

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12/12/2012

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Forrester Research says eBusiness leaders must 
dramatically revitalize 
the self-service experienceoffered on customer-facing websites in 2012, just to keep pace with evolving consumer expectations. This white paper outlines 7 key realities of modern online service that expose the gap between customer expectations and website performance, and how you can take steps to close that gap for your company starting now.
Customers have grown tired of your old onlinehelp tools
1
Customer satisfaction with today’s most common web self-service features is abysmal,and continually getting worse. In 2011, only 51% of consumers who used online helpsections or FAQs for self-service were satisfied, down from 56% in 2009. As more companies rectify this by deploying next-generation self-service solutions and virtual agents in 2012, fewer and fewer customers will tolerate antiquated self-servicehelp tools online from here on in.
Customers now expect a superior experienceonline, not just a good one
2
Exceptionally positive online experiences are now setting the bar for what customers expect  when they visit virtually any website in search of answers and information. According toForrester, 70% of online consumers expect businesses to try 
harder 
to provide
superior 
 online customer service. Good enough is no longer acceptable online.
Consumers are impatient and protective of their time
3
Consumers sight 
“valuing my time” 
as the most important thing a company can do to deliver a good online customer experience. Yet most web sites are complex, hard-to-navigate andfilled with content that provides multiple possible answers rather than a single, swift path toresolution.“Saving time” is likely to become even more important to consumers with online interactionsincreasingly taking place in the mobile channel. Waste your customers’ time at your peril… Valuing your customers’ time iscritical to a good online experience70% of online consumers want superior online customer serviceFAQs and Help tools satisfy only 51% of customers
 The 7 Realities of Online Self-Service that arePutting Your Business at Risk in 2012
 ATTENTION eBUSINESS LEADERS:
51%
SATISFACTION
 
Customer Service has gone mobile
4
Mobile phones are now
ubiquitous 
. Nearly 88% of US adults own them, and 21% of USadults are already considered “super connected” consumers, using their phones for information, research, and commerce.What’s more, digital tablet sales are predicted to outpace sales of PCs by 2015.Convenience and ease-of-use are the hallmarks of these mobile form factors, and websites that offer experiences contrary to these attributes will only raise the ire of today’s increasingly impatient and unforgiving mobile consumer.
Social media is increasingly embraced asa customer service tool
5
Back in 2009, just 1% of consumers used Twitter for customer service. This number  jumped to 19% in 2011. Delivering a consistent service experience across multiplechannels is critical—especially today, as consumers are not shy about using socialmedia sites to publically complain and vent frustration about any interactions withcompanies that fail to satisfy.
Its not just your younger customers that prefer to get their answers online
6
Forrester cautions against assuming that it’s only younger consumers who gravitate towardonline service versus the telephone. In fact, consumers spanning the ages of 18 to 45 areroughly 
equally 
likely to prefer online channels for customer support. According to Forrester, “online customer service is imperative to appeal to the
majority 
of today’s online shoppers,” and not just the youngest demographic.Customers spanning the ages of 18 to 45report a preference for onlinecustomer service
 THE 7 REALITIES OF ONLINE SELF-SERVICE THAT ARE PUTTING YOUR BUSINESS AT RISK IN 20122
In just two years, the use of social media asa customer service channel has exploded21% of consumers use mobile phones for information, research and commerce
Dissatisfaction online = hijacked revenues
7
One of the most appealing benefits of delivering a positive experience in the web channelis the opportunity for organizations to provide information that supports and encouragespurchase decisions. Online, the segue from a customer service conversation to apurchase consideration conversation can be a very natural and systemic progression. Thisprogression is thwarted, however, the moment a self-service experience fails to satisfy. The impact of the self-service experience on revenues should not be underestimated. Fully 45% of US online consumers agree with the statement “I am very likely to abandon my online purchase if I cannot find a quick answer to my questions.”45% of consumers are likely to abandononline purchases due to a poor online experience
45%
 These seven trends underline the urgent need to revitalize the online service experience offered by most companies. Online self-service is need of 
resuscitation 
, and useful web self-service and virtualagent technologies that can deliver this enhanced customer experience are currently underutilized.
21%
200920111%
19%

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