Web Self-Service Said to Have its Benefits, but Gives Rise to Data Challenges

July 10, 2013

This article is included in these additional categories:

Analytics, Automated & MarTech | Customer Service & Experience | Data-driven | Digital | Email | Mobile Phone

CRMMag-Web-Self-Service-Benefits-Challenges-July2013About half of CRM managers and professionals claim to offer web or mobile-based self-service capabilities, according to results from a survey conducted by the parent company of CRM Magazine and reported by the publication. With about 40% of customer interactions being conducted via the web (31%), mobile web or mobile application (9%), the survey finds that many of those offering web or mobile self-service capabilities report increased traffic (54%) and sales (47%) since the launch of those capabilities. 45% also report significant cutbacks in phone queries, and about 4 in 10 say they are getting less email traffic.

But while the migration to self-service capabilities has offered a variety of tangible benefits, many feel challenged by the resulting complexity of their websites, which require the integration of new systems and data with existing channels. In fact, less than 1 in 5 respondents said they are able to capture more or all of their customer engagement data, although 45% say they can capture some of it. What’s more, only one-third apply analytics to the data, with about 1 in 4 looking to do so in the next year.

Other Findings:

  • A plurality 46% of customer interactions take place via phone-based interactive voice response (IVR).
  • 42% of respondents predict that their live contact centers will continue to expand.
  • 44% have either introduced or plan to introduce up-selling and cross-selling to customers who are on the phone or online.

About the Data: The survey was conducted in partnership with IntelliResponse and gathered responses from 520 CRM managers and professionals.

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