Resumo de Customer Support Costs Per Incident

Business Challenge: Another high-tech company needed to determinehow effective their self-service sites were at reducing callcenter volumes.Solution:? Launched simple customer survey and used OmnitureSiteCatalyst to capture responses.? Set business goals to improve ratio of successful/failed visits.? Developed a formula for monetizing success of the online selfservicechannel.? Used information from Omniture SiteCatalyst to guide supportsite improvements.Results:? Determined that customers couldn?t find what they needed onthe self-service site, which led to a highly successful initiativeto improve internal search effectiveness.? Identified several sections of content that resulted in failedsupport visits. By adding additional content, failed visit ratesdeclined dramatically.? Used path analysis to determine that customers were not locatingdocuments available on other knowledge sites outside of themain support site, and implemented an improved navigationthat allowed them to more easily access that information.? Overall, initiatives improved self-service success rate by 20%4. Tracking and Measuring SuccessOver the past few years, a whole new generation of sophisticatedtracking and measuring tools have been introduced. This makesthe B2B marketer?s job easier?and also harder. It?s easier to trackevery effort, assign a cost to it, and increase marketing efficiencies.It?s harder because there?s more information than ever, more accountability,and an almost infinite number of possibilities for bothsuccess and failure.To be competitive today, you really need a robust Web analyticstool to help you manage your program. At a minimum, you need aprogram that allows you to:? Define campaign variables, and collect campaign IDs, includingthem in the URL of your marketing pieces? Classify campaign IDs, page names, and other values into categoriesand track by campaign report? Utilize proprietary tools (such as Omniture SAINT) to customizeattributes and campaign metrics? Track revenue and effectiveness across all campaigns andchannels?including the path from online lead generation tooffline relationship building and conversion processes? Track by specific variables, such as geography? Import and analyze external metrics? Build customized dashboards to allow you to readily evaluateKPI performance at a glance and determine overall efficiencyof campaignNo matter what your budget or needs, make sure you invest in asolution that?s scalable, cutting-edge, and provides the flexibilityyou need. Omniture?s SiteCatalyst provides all of these benefits,and many more.

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