Customer Relation Management

This article is about the customer relationship management using web self-service. By using web self-service channel the customers can be kept satisfied and support costs can be lowered. The customers are looking for timely and consistent responses in their interaction with the company. 81% of the customers think that they can initiate their cases online. But sometimes when the customers do not get what they want online because of poor service, then they use costly phone support. Through cross-channel integration, business intelligence can be gathered to identify content gaps and create real-time opportunities to give customers what they want - information–when they want it.

Providing customers with the specific content they need or issue resolution within the self-service environment contributes to customer satisfaction. After five to seven resolution attempts in the Web self-service channel, the customer will leave the site unsatisfied and make a phone call. Most likely, that customer will not return to the Web self-service channel. With a dynamic Frequently Asked Questions (FAQ) section, customer interactions can be monitored and ranked continuously, allowing companies to determine what content is being consumed on a regular basis. A dynamic FAQ increases consumption of the knowledge base and reduces the need for customers to submit a case via e-mail or phone.

When properly implemented and maintained, Web self-service can fulfill the promise of improving customer satisfaction and lowering costs. By adding an e-mail deflection tool as many as 20-40 percent of customers can get the information they need before moving into the next level of support. By focusing on quickly and efficiently meeting the customer’s needs with in the self service environment, companies build customer loyalty and establish a pattern of giving their customers what they want, when they want it.

To satisfy the customer in a lower cost the web self-service is very necessary for the companies in today’s world. The customers of an organization can be spread all around the world, so there is a need of a customer support which can be accessed by all the customers. Internet is the only channel through which all the customers can be satisfied. Phone support is expensive but customers want the costs to be the least. If the customers do not get the expected response via the web then the customers will most probably not return to the web self-service channel. So an active and responsive web self-service is necessary and very useful for satisfying the customer needs and increasing the revenues.