Customer Service Centers
Online customer services centers are not so different from their offline versions. In fact, they can be easier to build if a company has an existing phone-based call center. The same personnel and procedures can usually be used as these are merely evolutions of traditional service centers. This online evolution, however, provides much more functionality, enabling company representatives to serve customers in more elaborate and rich ways.
Online service centers focus on the specific relationship between a company and its customers with the intent to better serve those customers much like traditional service centers. In contrast, online customer service centers provide real-time service, allowing customers to "serve themselves" and solve their own problems with the aide of online information or tools. Many customers prefer to solve their own problems and are thankful for the ability and information to do so -- especially when it is available 24 hours a day, 7 days a week. Aside from the obvious ability for a company to save money on customer service (by reducing the number of live operators), companies have the opportunity to increase the quality and variation of support, allowing customers to find deep information in ways most comfortable or convenient for them. This is true for all companies, whether they sell or sustain products or services, online or off. Some examples of this service includes: reordering products, fixing minor problems with equipment, learning to use products, updating contact information, or checking on account histories.
Ultimately, enhanced online customer service may blend almost seamlessly with many of the functions now served through various forms of direct marketing. The distinction between marketing to customers and serving their needs is becoming less discrete, creating a more powerful relationship in the blending of both aspects of customer relationships.
Features and functionality for online service centers include:
- Customer Relationship Maintenance
- Direct Marketing
- Data Warehousing
- Online Technical Support
- Moderated and Unmoderated Communication Systems
- Real-time and Time-shifted Communication Systems
- Answers Database/Library
Customer service systems are often complex solutions, requiring coordination between several departments of a company in order to serve customers well. Many companies are not experienced in serving customers to the depth they may desire nor are the solutions yet available in the online medium.
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