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When it comes to strategy, it is always best to be clear and
concise. However, when it comes to
customer care strategy, there can be
conflicting goals that wreak havoc with success. For instance,
Principal Analyst at Forrester Research, noted that Sales and Customer Service
top the list of departments where companies are investing in software
technology to improve the customer experience.
Split Personality Goals in Customer Service
Leggett spoke on a recent DNN webinar, “How Online Support Communities Can Lead
To Customer Experience Excellence,” and pointed out that despite these
investments, the metrics used to measure customer service departments (e.g. speed
to resolution or average talk times) may be counter to providing an excellent
Another example is when a customer seeks to find a
resolution to a problem online and fails. They then use more costly channels
such as phone, email or chat. In some cases, the customer will have a completely
different experience depending on which channel they choose.
It is exactly
these types of split personality goals that create problems in customer care. As complaints are shared on social media, the problem is exacerbated. According to users surveyed in Forrester's research, "41% say that complaints about customer service from other consumers on social sites like Twitter or Facebook strongly influence my image of a company."
Users Prefer Online Customer Service
Forrester’s research found that 63% of surveyed users prefer
online customer service, including:
- Searching for information
- Posting a question to a community
- Consuming content created by a peer or expert
content is less expensive to source and easier to encourage in an online
community. Leggett modeled the benefits of an online support community, which resulted in the following results:
- US$840,000 in support cost avoidance benefits
- Direct lead generation benefits worth US$210,000
- Potential return on investment of 57%
If your customer care strategy has a split personality, take
a moment to listen to Leggett’s sage advice. Maybe it is time to leverage an
online customer support community and bring some clarity (and potential revenue)
to your customer experience.
View the On-Demand Webinar
View the webinar that we presented with Kate Leggett, “How Online Support
Communities Can Lead to Customer Experience Excellence.” Once you complete a short registration form, you'll be able to view the enter webinar on-demand.
View the webinar on
our BrightTALK channel.