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You can deploy your centralised that satisfi es their requirements and increases
knowledge base of customer service the chances of their making a purchase. The
and product information not only strategy of using web self-service as a platform
on your website but also across your for selling products, alongside providing
contact centre for improved customer service, can dramatically increase online sales.
service and effi ciency. Integrating Using web self-service to provide the right
it with other customer service information in response to customer queries
technologies such as chat, email, and along with automated, tailored product
voice mail can save valuable time and advertising can produce exceptionally high
free up contact centre staff to focus on levels of engagement and conversion. While
the more complicated queries as well as response rates for online advertising are
to upsell to inbound callers. typically less than 1 percent, live deployments of
web self-service programmes that link customers
Helping yourself with optimal offers have achieved average click-
The questions that consumers ask through rates of 12-24 percent.
when researching products or actively Deployed effectively, web self-service will save
shopping are incredibly valuable. Web self-
Electricals merchant Hughes Direct
you money, as the number of run-of-the-mill calls
service provides the ability to log, analyse, and to the contact centre will decline. In addition,
offers a prominent link to its self-service
take action on customer feedback. it can help increase revenue, as it allows you to
Every question asked through a web self-
application on its home page. Users can
promote products based on what the customers
service solution can provide information
review commonly asked questions or
actually ask. With web self-service acting as a
about customer requirements in the process of submit their own. customer-insight engine, invaluable information
making a buying decision. For instance, if you can be fed back into the business and be used to
get a number of queries along the lines of “Can customer service interactions as a mechanism enhance the overall business offering.
I collect my order in store?”, it may be time to for promoting products and services based
seriously consider offering such a service. on what the customers are asking about? By
Davin Yap is CEO of Transversal
Even greater returns come from using this asking you questions, shoppers are giving you
feedback at the instant that questions are asked. permission to provide them with information;
Corp, a provider of customer
What better way to sell online than by using what you need to do is follow through in a way service solutions.
ceb 170.indd 13 26/10/09 19:19:10
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