According to experts, the first step to improving the online customer experience is to take a walk in your customer's shoes. Before you can make any adjustments, you need to see what it is really like to use your website. In this month's Creating Customer Value podcast, expert Martha Rogers gives tips for deploying online self-service technology effectively. She also discusses click-to-call and click-to-chat technology and explains ways to improve website usability.
- Visit the Creating Customer Value podcast archive.
| Using technology to optimize your online customer experience |
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Secrets to success in using technology to optimize the online customer
experience
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| Martha Rogers | |
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Named one of the nineteen most important business gurus of the past century by Business 2.0
Magazine, Martha Rogers, Ph.D., is a founding partner of Peppers & Rogers Group. Martha has
been recognized for the past decade as one of the world's leading experts on customer-based
business strategies and growing customer value.
Highlights:
Fast forward to questions that interest you most.
- 00:40 What are some best practices for deploying online self-service technology
effectively? How can we use self-service technology to improve the customer experience?
- 03:50 We are trying to get more of our customers to place orders online instead of over
the phone, but we are receiving many calls from customers who are having trouble using our website.
What are some things we can do to improve website usability and the online customer
experience?
- 06:50 We'd like to add some sort of interactive help option to our website, either
click-to-call or click-to-chat software. Which is the better bet if our goal is to reduce costs and
improve the overall customer experience?
Related resources on the online customer experience -
- Read Peppers and Rogers' latest book, Rules to Break & Laws to Follow.
- Review the top customer experience management headlines.
- Ask your own customer equity questions of Peppers and Rogers to be answered on an upcoming podcast.
- If you prefer to read rather than hear Peppers and Rogers' answers, visit SearchCRM.com's Ask
the Expert pages:
Ask the Expert: Customer equity: Long-term and short-term
Ask the Expert: Building trust with customer strategy
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This was first produced in March 2009