Websites should be focused on customers’ multichannel experiences, reported Forrester Research. Why, then, is email customer service trapped in a silo?
“Email customer service habitually drives customers further — sometime irreparably — from their online objectives,” stated Forrester’s Diane Clarkson.
In a recent Forrester evaluation of retail websites, websites commonly missed opportunities to use email customer service to encourage web interactions or provide seamless transitions to other channels.
“eBusiness professionals must re-address how their customer service email strategies can keep consumers satisfied,” noted Clarkson, “by re-engaging them with online content, facilitating online purchases, and providing seamless cross-channel customer service.”