The Cost of a Poor Online Customer Experience

WHAT IS THE COST OF A POOR ONLINE CUSTOMER EXPERIENCE? A published Forrester Research, Inc. report reveals the Forrester model that estimates a sample retailer could receive 2.8 million unresolved customer service visits to their company website each year. The model estimates that 71% of these issues could end up in one of the following three escalation channels, resulting in an estimated $12 million in avoidable customer service costs for the sample company per year. 37% ESCALATE TO PHONE 1,036,000 PHONE CALLS X $7.00 EA = $7,252,000 23% ESCALATE TO EMAIL 644,000 EMAILS X $6.50 EA = $4,186,000 11% ESCALATE TO CHAT 308,000 CHATS X $5.00 EA = $1,540,000 ESTIMATED TOTAL AVOIDABLE CUSTOMER SERVICE COSTS $12,978,000 WHAT CAN YOU DO ABOUT IT? These findings suggest to us that you use this data to make a strong case for fixing usability problems on your website. Discover how you can measure the effectiveness of your website's self-service capabilities by contacting IntelliResponse today at 1-866-454-0084 or [email protected]. Be sure to ask about the Online Self-Service Assessment Tool. Data Source: Web Sites That Don't Support Customer Goals Waste Millions, Forrester Research, Inc., February 17, 2010 cc ComIvens intelliresponse www.IntelliResponse.com SPONSORED BY: BY ND