Contact Center Solutions Featured Article

Study Highlights Importance of Web-based Customers

March 05, 2008

Organizations throughout the world have turned to multi-channel communication with their customers. Whether this communication is in the form of contact center channels, or selling channels, the idea is to improve communication options and thereby drive increased sales. It should be considered part of the total customer service package.

The Service Excellence Research Group, LLC, recently announced the publication of a new study focusing on the current state of online shopping and customer service. Influencing the Online Experience provides insight into consumers’ expectations for their online interactions and common areas where organizations tend to fall short in satisfying those consumers.

"In our effort to encourage customers to serve themselves, organizations have removed the human factor from the on-line experience. The onus for delivering a positive experience now lies with the tools and content offered, and their relevance in helping customers achieve their objectives,” said Tom Sweeny, Principal and Co-founder, ServiceXRG, in a statement.

Sweeny continued: “With competitors just a Google (News - Alert) search away, consumers must have easily accessible, quality information at their fingertips. Businesses can no longer ignore poor online customer service, as the Web is shaping up to be the critical battleground for organizations to maintain a competitive edge."

The study thoroughly examined the entire customer service lifecycle across multiple vertical markets. By surveying nearly 1,000 companies and online shoppers, ServiceXRG sought to determine how consumers use search for online support, conduct product research and engage in shopping activities.

Looking at the other side of the business, the study also explored the investments, tools and resources the “supply side” provides to encourage Web use, drive successful online transactions and deliver a positive customer experience.

ServiceXRG found that content quality and the ability to access it are overwhelmingly top concerns for both companies and consumers. In fact, 74.5 percent of consumers reported use of a company’s website to get information about a product or service, yet only 44 percent of those surveyed felt that the information met their needs.

From the business standpoint, 97 percent of companies plan to make future investments to enhance the customer’s ability to find the service information they need, with content enhancements topping the list.

The results of this study also indicated that customers that have a positive experience are three times more likely than those that has a neutral or negative experience to buy a product from the company that delivered the experience; four times more likely to recommend a company or renew an existing relationship; and five times more likely to report that they are satisfied.

The online shopping experience is part of the total customer experience and can no longer be viewed as an area where a superior experience is optional. It must now be considered a necessity for creating and sustaining customer loyalty and achieving market differentiation.

"This study should serve as a call-to-action for organizations," said Mike Murphy, CEO of InQuira (News - Alert), in a statement. "The average consumer expects a superior online experience, but as this study demonstrates, his needs are not being met.”

“Creating a great customer experience depends on good information, the ability to easily find it, and technology to support the entire customer experience lifecycle. This study will serve as a valuable resource for organizations looking to utilize customer experience best practices," Murphy added.

It is important to note that the content presented online is directly linked to the amount of action required by the contact center. For those organizations that have provided superior information and quality experiences online, the cost association per use is minimal and contact centers need not get involved.

For those that provide just minimal information and service, more demands are put on the contact center, which will result in higher costs for the company and a less than optimal experience for the customer.


Don’t forget to check out TMCnet’s White Paper Library, which provides a selection of in-depth information on relevant topics affecting the IP Communications industry. The library offers whitepapers, case studies and other documents which are free to registered users. Today’s featured white paper is Make Telecommuting Work for Your Business, brought to you by Avaya (News - Alert).

 
Susan J. Campbell is a contributing editor for TMCnet and has also written for eastbiz.com. To read more of Susan’s articles, please visit her columnist page.

Article comments powered by Disqus

Related Contact Center Solutions Articles

Contact Center Solutions Week in Review: Interactive Intelligence, Aspect Software and Nice Systems

What an unusual week in the Contact Center Solutions Community. I never thought I would use the word "war" in an article for the community, but interestingly in different context I ended up using it not once but twice. [ Read More ]
11/22/2014

Aspect Software Declares War in Workforce Optimization Market

We may be closing in on the holiday season and a time of "good cheer," but reality is that competition in business is a 24/7/365 affair. And, depending on whether you are a competitor or possible customer, it looks like this holiday season thanks to a new initiative by customer experience solutions provider Aspect Software you are either looking at a possible lump of coal in you X-mas stocking or a valuable present. The reason is Aspect has dropped the gloves in the hotly contested Workforce Opt… [ Read More ]
11/21/2014

Ozonetel Integrates CloudAgent with Zoho CRM

A big part of improving the customer experience, regardless of whether you are an enterprise or a service provider, is breaking down the silos of customer information that exist inside an organization. Having a full view of the customer is important to customer lifecycle management and hence the overall customer experience. And, one of the big places to look for enhancing visibility into all things customer related is obviously tight integration with various capabilities with customer relationsh… [ Read More ]
11/21/2014

LiveVox Data Center to Bring Cloud Contact Center Capabilities to Canada

As financial results from various contact center and unified communications (UC) solutions providers continue to flow in for this quarter two things are becoming increasingly clear. First, is that those seeking to upgrade their customer experience capabilities are accelerating the adoption of the cloud and hybrid solutions as their preferred path. Second, is that North America continues to be the hotbed of this with not just the large U.S. market as a target of opportunity, but also the vibrant … [ Read More ]
11/21/2014
Subscribe here for your FREE Contact
Center Solutions
enewslettter.

Events

Weekly Live Demo
Contact Center Solutions

Register Today!


Weekly Live Demo
CaaS Small Center

Register Today!