Special Report - Operations & Fulfillment: Rethink Your (Web-Influenced) Call Center

When self-service doesn’t work, customers see it as a negative. If the information customers seek — either to make a purchase decision or fix a problem — isn’t readily available online, they get frustrated and need a greater level of care and attention from live reps.

Customers often don’t want to do much research, read long texts or pick through the process steps available online. They want quick, customized help. And when the detail they want isn’t immediately apparent online, they can feel the company is neglecting them. This frustration is exacerbated when service e-mails are too generic or a live rep doesn’t appear to have access to better information than the customer found online.