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 What are the most important success factors in implementing e.Customer Service? According to Greg Gianforte, CEO of RightNow Technologies, three things are critical for a successful eService implementation: 1. High self-service rates. First, most customers MUST be able to find their answer on your Web site WITHOUT having to resort to a phone call or email. This is your customer's expectation, and you must meet it or risk frustrating a significant portion of your customer base. Effective self-service implementations are able to achieve self-service rates above 85% - that is, 85% or more of your clients find their answer on your Web site without human assistance. 2. Easy escalation to a human. Secondly, customers MUST be able to easily escalate to a human via email, Web form, or phone call if their self-service search doesn't handle their inquiry. Otherwise you have built a dead-end into which people will turn around, never to return if they do not find their answer - essentially training them to call you next time they have a question. 3. Learn from every escalation. When you achieve the first two items, every escalated service request is an indication that some piece of information is missing on your Web site - or hard to find. Learn from these escalated requests and update your Web site in real time. Effective eService software solutions do this for you automatically. eService solutions have the potential to fundamentally change the cost structure of service delivery while also increasing customer satisfaction. One recent study estimated that 200 firms in 22 industries saved over $100M in a 90-day period. These simple principles can make the difference between online success and failure. And, online success not only impacts how customers perceive a company - but also how prospects, investors, partners, and other key stakeholders perceive it. Greg Gianforte is CEO and Founder of RightNow Technologies (www.rightnow.com). RightNow has installed close to 1,200 self-service solutions for firms like Nike, Cisco, Lufthansa, Motorola, and many others from a variety of vertical markets.
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