Interesting thoughts on customer interaction strategies from John Federman, CEO of eStara (an ATG company). It’s not all about self-service. It can’t be…

Today, more than ever, products and services offered online are more complex (and pricey!) This drives the need for multi-channel interactions. Shopping across multi-channels is now not an anomaly - more and more, transactions, as they become more complex (especially financial services, automotive, travel, expensive retail, etc) are executed, by the buyer, through a multitude of channels. It’s critical to offer *choice* of interaction for the customer. It’s critical to seamlessly move buyers from the web to other channels - if they need it.

So the secrete lies in a simple button. A click. A call. Click to Call lets users click a button embedded within any online communication (Web site, e-mail, banner ad, search engine listing, etc.) and immediately speak with a customer service representative.

The challenge is the balance - you want to self-serve to keep costs down, but you certainly DON’T want to lose that customer through frustration or trepidation. So you need to offer the interaction choice they are most comfortable with. You’ll win customers for life that way. The right contact at the right time is crucial.

By offering choice in interaction, you’re going to see a higher conversion rate online, and a 2:1 ratio in conversions offline. You’re going to decrease shopping cart abandonment.

Your customer is satisfied - and, quite likely, with you for life.