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Analysis of possible stratergies for internet based customer services...

The Internet has fundamentally transformed the way businesses interact with clients and potential customers, allowing companies to process huge amounts of information in shorter periods of time and across global distances. In addition to providing valuable cost-cutting opportunities, Web-based customer service applications also allow companies to provide a richer and more informative customer experience. That experience, however, depends on the implementation of the right kind of Web-based customer service tools. Much of the traditional wisdom on customer service still applies to the Web, with a few new considerations that can help companies provide excellent customer service over the Internet.
General Etiquette
In Web-based customer service, as with any format of customer service, a few general etiquette principles are vital. Whether in-person during voice or chat communication or in printed customer service material, language should be consistent, simple, complete and confident. Avoid sarcasm, one-word answers, deferrals to other sections or departments and ambiguity. Customers, particularly in older demographics, can often feel confused or overwhelmed by Web-based customer service applications, so getting the right language down by reviewing materials and providing good training to representatives is an important part of providing effective Web-based customer service solutions.
A Progression of Solutions
The cost-cutting benefits of Web-based customer service packages are largely accomplished by the ease with which businesses can make valuable information available to consumers through digital "Frequently Asked Questions" (FAQ) files and "Help" content. Some customers, however, are unable to navigate through digital content or simply cannot find an answer to a very specific problem among general materials. As a result, effective Web-based customer service solutions should provide users with a progression of solutions, from FAQ sections to chat applications and finally to voice communication with a real person. Guiding users through that process helps customers feel they are getting closer to a solution. Details as simple as "Can't find an answer?" or "Click here to chat with a representative" buttons on the bottom of help pages can make a huge difference.
Real People for Real Solutions
Customers with particularly pressing or complicated problems often prefer to talk to a real person. It's simply in our biology as social animals to seek out interpersonal contact in times of confusion or uncertainty. As a result, even the most sophisticated help materials and chat applications are no substitute for hearing a human voice. Voice over Internet Protocol (VoIP) options can significantly reduce the cost of phone service and, no matter how comprehensive your other Web-based solutions are, be sure to include an option for contacting a representative for the most demanding customers. As an inexpensive option, also include customer forums where customers can interact with each other and even address each other's questions.
Constant Evaluation
One of the great advantages of Web-based customer service tools is the possibility of processing large amounts of data. This advantage is particularly relevant during the evaluation process of customer service techniques. Constant evaluation is critical to making sure your customers are satisfied with the attention they receive, and Web-based applications usually include simple tools like quick customer questionnaires and "Was this information helpful?" buttons that can help you quickly accumulate and process information on customer satisfaction with your system. Implement as many evaluation features as possible, while always giving customers the possibility of opting out in order to keep the process from becoming cumbersome for users.
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