Best Practices that Drive Real Results from Better Online Customer Experiences

It is no surprise that a better customer experience provides enhanced revenue and profits. Customers that have good experiences with your company are not only more loyal, they will buy more. Unfortunately, companies are realizing that the experience they deliver fails to engage their customers in critically important ways.  In an era of multi-channel options, many customer service touchpoints are missing the mark. 

In most cases the highest recurring cost in a contact center is agent salaries. It was thought that with the advent of online customer self-service, salary costs would be reduced. However, achieving these savings has often proven to be elusive.  There is confusion as to what really works and what customers not only want but what they expect when they visit your home page. The key is to make it easy for a customer to do business with you, but what are the guidelines?

In today’s challenging environment, chat can play a unique role in online customer communications.  Using chat, companies are able to address the consumer’s questions and concerns immediately. This reduces consumer frustration and helps drive loyalty and sales. When used correctly, chat can also be a very cost-effective means of customer communication.   Chat transcripts, reporting and metrics can provide management with insights into the customer experience and with opportunities for continuous improvement of customer relations across channels.

In 2010, having a one-to-one connection with the customer is increasingly important.  A chat strategy, implemented correctly, has the ability to give your customers a positive experience that will bring them back again and again.

Natalie Petouhoff, Ph.D, Senior Analyst, Customer Service CRM for Forrester Research, in a live webcast, will discuss best practices for chat deployment, companies that should and should not consider chat, and the economic model for chat deployment.

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