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BizReport : Ecommerce archives : October 28, 2008


Customers seeking product support log on

After flicking through the manual, the Internet is the second port of call for customers looking for product information and support, according to Michael Mace of Rubicon Consulting.

by Helen Leggatt

rubicon consulting logo.jpgBefore picking up the telephone and calling a manufacturer, or visiting a dealership in person, customers are turning to the Internet. The web's prominent role is second only to checking the manual and neck and neck with asking a friend.

Rubicon's study found interesting differences depending on the age of the customer. Younger customers were most likely to immediately turn to search engines to find a solution whereas older customers tend to head straight for a manufacturer's website.

Marketers looking to keep support costs to a minimum should cater for those that head online to look for support and advice. Ensuring manuals and FAQ's are well written and indexed by search engines and easily found on websites will increase customer satisfaction through easing the frustration of fruitless searches. Utilizing live technical support tools such as LivePerson can increase revenue through improved conversion while lifting customer retention and engagement.

Adding a social element to customer support by way of a forum or blog can further aid customer service and support strategies by providing insights into customer problems while allowing the tracking of customer-to-customer reviews/advice for valuable feedback.






Tags: blogs, FAQ, feedback, forums, manual, product support, reviews, Rubicon Consulting, social








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