What Is the Best Way to Integrate Web Self-Service and the Call Center?

by CRM Magazine

A good Web self-service approach applies the lessons mastered in e-commerce to address the customer's inquires and problems online.
Response by Cliff Conneighton, Senior Vice President of Marketing, Art Technology Group

We’ve all heard a lot about Web self-service and how this low-cost channel can alleviate some of the burden on the contact center, but most companies have yet to fully realize the correlation between self-service and relevant customer experiences.

A good Web self-service approach taps the power of personalization and dynamic data to identify and customize the online experience of each visitor--based on previous purchases and activities--and combines it with the knowledge gathered from the call center to provide a holistic view of the customer.

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