For eBusiness & Channel Strategy Professionals

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	June 25, 2010 Selecting Online Customer Service Channels To Satisfy Customers And Reduce Costs by Diane Clarkson with Carrie Johnson, Elizabeth Stark, Brendan McGowan	Average: 6  (3 ratings)

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Executive Summary

From a customer service perspective, right-channeling means providing your customers with satisfying service through the lowest-cost channel. For most eBusinesses, improving right-channeling requires expanding online customer service options. eBusiness professionals face the challenge of determining what customer service channel(s) to introduce and to what extent these new channels will deflect volumes from existing channels. To successfully address these challenges, eBusiness professionals should identify what proportion of their overall customer service interactions fall into the categories of low, medium, and high complexity. This information will help prioritize new customer service channel selection and estimate the potential deflection volumes from current customer service channels.

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