ROI: Does Your Online Content Help Customers Help Themselves? Or Just Make the Phone Ring?

According to CEB research, more than 60 percent of all callers to customer service have already attempted to solve their problem online. After years of investing in knowledge bases, online help centers and account management systems, why are customers still compelled to pick up the phone and call? Effective self-service requires several fundamental elements to create a satisfying customer experience. Most importantly, the information provided must: - Be easy to find - Be clear and easy to use - Completely answer the question/solve the problem When any one of these factors is weak or incomplete, the self-service journey breaks and customer service is required. In this session, we will share how we were able to make a breakthrough in self-service experience by combining digital marketing techniques with customer service operations. By creating a method that uses real-time customer intelligence collected by the contact center to inform web content and customer journey design, it is possible to improve the online customer experience and dramatically reduce phone calls and cost. Jesse Himsworth of Clearlink, a SYKES company, and Mike Clarkin of SYKES have charted success by combining proven digital-marketing methods with well-established support channels. This strategy creates an integrated self-service and customer support process that optimizes online support in response to real-time customer needs. Join this session to learn: - Which digital-marketing methods effectively draw customers to self-service and support - How to measure which content is most effective, and least likely to cause a service call - The three-part recipe for making customers happier and self-serving online Join Jesse and Mike at EXPO Theater Bristlecone 8 at 1:00 p.m. on Tuesday, October 24.