Typical operational objectives that should drive the strategies and measure effective-ness are: - Typical operational objectives that should drive the strategies and measure effective-ness are:
- to minimise average response time per email and the range of response time from slowest to fastest
- to minimise clear-up (resolution) time
- to maximise customer satisfaction ratings with response;
- to minimise average staff time and cost per email response.
Customer contact strategies for integrating web and email support into existing contact centre operations usually incorporate elements of the following options: - Customer contact strategies for integrating web and email support into existing contact centre operations usually incorporate elements of the following options:
- • Customer-preferred channel. the company uses a customer-led approach where customers use their preferred channel for enquiry. There is little attempt made to influence the customer. While this approach may give good customer satisfaction ratings, it is not usually the most cost-effective approach.
- • Company-preferred channel. Here the company will seek to influence the customer on the medium used for contact. Customer choice is still available, but the company uses the website to influence the choice of channel.
- • Delivering customer services and assisted sales through Live chat is increasingly popular.
- The Physical evidence variable: The element of the marketing mix that involves the tangible expression of a product and how it is purchased and used.
- In an online context, ‘physical evidence’ refers to the customer’s experience of the company through the website.
- It includes issues such as site ease of use or navigation, availability and performance.
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