How Good Is Your Customer Service?
8. What percentage range should you aim for with your gap analysis report?
Answer: c) 90 percent to 100 percent
A gap analysis report, describes Gianforte, lists all the keyword searches conducted by customers during a recent period; that can be a week or a month, depending on a marketer’s preferences and needs. “This gap analysis report really focuses in on what people are searching on, [and] if you have the [Web] content to satisfy their request,” he explains.
For instance, a gap analysis report can help you see that in a certain week there were 2,000 searches on the keyword “installation.” You then also can see how many items in your online content library actually matched that term. Once again, your results optimally should be in the high 90s.
Gianforte strongly believes that organizations should have a content administrator who can analyze this report at least on a weekly basis and make the appropriate adjustments. For example, a marketer may use the keyword “installation” on its Web site, but customers may be searching for, “How do I plug it in?” he describes. “[You’ve] got the content in there, but nobody can find it because [you’re] using a different vocabulary than the customer.” That’s where a content administrator can help meet the gap by making sure the inquiry, “How do I plug it in?” will bring up the information on installation.
9. Where should you place live chat links?
Answer: d) All of the above
Where you place your live chat link is determined by your costs. The benefit of live chat is it gives marketers the opportunity to provide a real-time, interactive capability at critical points in the customer lifecycle, such as the point of purchase, where it can help to reduce abandonment rates.
“We’re seeing more companies use it as a preferred method for detailed, technical support,” adds Gianforte. Using chat also helps marketers keep costs in check, as it is a less expensive option than phone-based customer service. Nonetheless, it is the next to most expensive option, so some marketers may choose to promote it sparingly. “You have to look at the business requirements and make a determination based on what your costs are,” explains Gianforte. “Depending on the margins you make on your product, you have to be prudent where you put [chat],” notes Gianforte. A marketer that makes better margins on its products may be able to sprinkle live chat links more liberally, such as on its homepage, product description page, order page, and so on. Meanwhile, a marketer with products that have lower margins may not be able to afford to put a live chat link even on its order page.