McKinsey

Read about automated self-service in customer service. The McKinsey Quarterly: "too many Web sites stump consumers"

[...] Customers dislike the slow, confusing, labor-intensive processes they must negotiate to choose a new product, solve a service problem, or request a repair. Telecommunications companies soon won't have the margins to support the current inefficiencies, in any case. To reduce costs and simultaneously improve service, these companies must persuade their customers to move to far more cost-efficient automated channels-the Web, automated telephone systems;
Revamping automated sales and service First, it [company] must do a better job of creating a compelling online experience. Too many Web sites stump consumers, who don't understand what information is being sought and find them hard to navigate;
[Companies] must also use state-of-the-art sales approaches on their Web sites. Managers who fear that the online channel is a less effective sales tool than a human being who sells to another human being miss the point. Well-performing Web sites are capable of achieving higher sales per interaction than call centers do; it's a matter of execution. [...]
Read the whole article at: www.mckinseyquarterly.com

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