E-commerce: Four Ways I.T. Snafus Can Affect Customer Service
During a session at the recent e-Tail conference in Washington, D.C., Vernon Wyatt, director of customer experience at Tealeaf, an online customer experience management solutions provider, pointed to four causes, cases and situations in which e-commerce customer service-related problems are related to technical issues. These include the following:
1. 80 percent of the total time it takes to solve a problem is spent identifying the problem, he noted. Just 20 percent is spent implementing the change.
2. In his experience, Wyatt said that 300 to 400 of the issues reported to technical support last year were rejected due to “unable to reproduce” the customer problem.
3. There was a 2,400 percent increase in the number of log files across the infrastructure in his experience.
4. Nine out of 10 Web users have experienced trouble using Web sites, Wyatt said. “These issues have an enormous business impact,” he said. “For each failed transaction, there’s a 40 percent chance that the person will leave for a competitor or an offline channel.”
He suggested that multichannel marketers ask themselves the following questions:
* How big is my CPU?
* Do I have enough capacity?
* Which keywords do people respond to?
* What is the distribution of browser types?
* How many visitors came from Google and how did they convert?
