Question

What are the highest cost service channels? The lowest cost? What implications does that have for effective customer service strategy?

Answer 1

Solution-

In a general sense, the highest cost channels involve a human being, supported by a good database and sometimes by automation. The data quoted listed a telephone call center with a live agent as the most expensive. Generally, impersonal sources are less costly and the more automated the impersonal source, the lower the cost is driven. The two genuinely impersonal channels covered in the Forrester study were virtual agents and self-service, both of which were a fraction of the cost of an interaction with a live agent.