Also, remember that there are some people who will never place orders anywhere but over the phone. Be prepared for the fact that you need to be able to take orders in whatever way a customer wants, even if you have to charge a surcharge. Your most valuable customers are going to be the ones that will sometimes place orders over the phone and sometimes place orders online. Those multichannel customers, in nearly every business, turn out to be the most valuable customers. You want to encourage them to use you in whatever way they want to, and you want each of those ways to be as easy and painless as possible. Your job is to get all of the obstacles out of the way to their doing business with you.
Hear more in Creating Customer Value, a SearchCRM.com monthly podcast series with Peppers and Rogers.
Dig Deeper on Online customer service
Related Q&A from Don Peppers
How can you determine the cost of keeping a customer who is threatening to leave? Learn methods for calculating customer profitability for one ... Continue Reading
You can establish call center metrics that encourage agents to build customer satisfaction while also improving profitability. Learn how in this ... Continue Reading
Learn the pros and cons of using click- to-call vs. click-to-chat software and find out which is best for reducing costs and improving the customer ... Continue Reading
Have a question for an expert?
Please add a title for your question
Get answers from a TechTarget expert on whatever's puzzling you.