Companies with poor e-service not only lose customers but they also experience an inundation in calls and e-mail, resulting in increased expenses.
"Frustrated visitors go elsewhere, get mad at the company, and/or end up having to use the phone -- costing the company as much as $45 per incident more than it would have cost had the issue been resolved online," writes report author Greg Gianforte. Gianforte is the founder and president of RightNow Technologies, a provider of online customer service products.
Web customers have come to expect immediate gratification, and poor response time can be detrimental to business. A recent study by e-commerce market analysis firm Jupiter Communications reveals that 42 percent of Web sites surveyed failed to provide adequate customer service, taking longer than five days to reply to customer e-mail inquiries, never replying at all, or not having an accessible e-mail address.
In an effort to assist e-commerce sites with CRM techniques, Gianforte's report addresses the eight basic attributes of effective e-service:
The benefits of responsive e-service are multifold. Customer service can be operated at a reduced cost while also measuring an increased satisfaction rate. More emphasis can be put on the "relationship" portion of CRM, which can generally lead to increased traffic, advertising revenue, mindshare, and sales.
The white paper also includes a questionnaire designed to help companies measure their "EQ" e-service quality. The results can help to pinpoint the CRM areas that could use some improvement. The white paper, in its entirety, can be found at the RightNow Technologies Web site.
Robyn Greenspan is associate editor of eCRM Guide, an internet.com site where this story first appeared.