The Insider's Guide to Customer Service on the Web: Ten Secrets for Successful E-Service
(10/30/2002) CRM Project Volume 3
By Greg Gianforte, RightNow
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The Web is a great place for customer service. It's where people go to find answers fast. It provides a way for customers to navigate their way through lots of content to find the particular piece of information they need. It's open 24/7. According to industry observers, Web-based customer service (also known as "e-service") is one of the biggest business opportunities on the Web.
Unfortunately, most companies fail to effectively exploit the Web''s full potential as a customer service vehicle. There is a cost for such failure. Companies that don''t develop effective e-service wind up spending far more on customer support than their competitors — as much as 20 times more per incident.
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