Crm Strategic Role of Customer Service Offering

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The Strategic Role of Customer Service Offerings Topics of Discussion: • • • The evolution of customer service The best and worst of support touch-points – phone, email, chat, and self-service A detailed look at the features, benefits, and business implications of self-service Key Findings: • • • • • Consumer purchasing trends are increasingly being determined by self-service availability. Knowledge sharing between channels is critical in delivering consistent messaging to customers. Self-service provides measurable ROI and is significantly less expensive than traditional support channels. Self-service proves to be an effective solution internally at the call center and externally through customer-facing websites. Ease-of-use and maintenance are key considerations when selecting a self-service solution. September 2003 Self Service: Providing Economical and Effective Customer Service The Evolution of Customer Service Less than ten years ago, tiered-customer service referred to the different levels of phone support available from a company’s call center: • • • Tier 1: Standard call representative Tier 2: Supervisor Tier 3: Technical expert. With a host of post-internet support channels available, customers now expect multitiered, multi-channel customer service from companies. In addition to standard phone support, companies must provide support alternatives. These additional offerings include savvy websites, email support, chat solutions via the web, search utilities, FAQ tools, and automated agents. The face of customer service continues to change as automated service options become more commonplace. Ideally, automated service offerings provide Tier 1 support, at much lower cost structures. This should also provide an increased volume of contacts to the Company as users repeat their interactions due to higher quality

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