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Are Web-Based Systems The Solution?
The Golden Age of the Internet
When the first Internet explosion occurred in the late 1990s, it was tempting for businesses to think of the web as a catch-all medium. It seemed as if there was nothing that the new kid on the block couldn’t do!
With time has come the sobering realization that an effective customer support strategy and implementation is critical, although web-based tools can make a significant difference.
When web-based tools don’t do the trick
Web-based tools work poorly when they are simply tacked on and substituted for an existing inefficient process. While replying to an e-mail make take less time than a phone call with a customer, it makes little sense if the customer service team is over-worked and receives too many queries to handle.
Using the web effectively
Web based tools work well when, like other tools, they are structured around customer needs. A good web-based customer system should not just be a routing tool for messages. It should make effective use of the FAQs section and minimize the work of the CSRs by identifying unique queries which need personal intervention.
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