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What Qualities Customers Expect from e-Service
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GLOBAL - International Customer Service. Customers around the world expect to be served in their native language.
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FAST - Customers expect to be able to find the right information and content immediately. They have little patience for anything else.
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MEANINGFUL - Customers expect the information they find on the Web will be timely, up-to-date, and relevant to their immediate needs. If it isn't, they will develop a bad impression of the company.
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COMPELLING - Customers expect content will be presented in a way that's interesting, interactive, and focused. These expectations are a result of their other online experiences.
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CUSTOMER-DRIVEN - Customers don't want to have to wade through marketing-oriented propaganda to find what they're looking for. Companies must therefore ensure their eService content is driven by the actual questions their customers have most - not by what company staffers think customers might be most interested in.
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eService that Lacks Some of these Qualities will Fail.
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Frustrated web site visitors will click elsewhere in search of good service. Or they'll pick up the phone - thereby driving customer service costs higher than they would be if customers could find answers to their own questions online. eService that succeeds in all these areas, on the other hand, has already been proven to result in increased sales, more repeat business, greater brand awareness, and ultimately, stronger customer relationships and loyalty.
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