The Cost of a Poor Online Customer Experience
Very few companies would be content to have their corporate website cost them $12 million in unnecessary service costs every year, particularly when those costs are tied directly to a poor online customer experience. Yet, based on a published Forrester Research, Inc. report entitled “Websites that Don’t Support Customer Goals Waste Millions (February 17, 2010), it is estimated that many companies are doing just that. It’s just that it may not be that obvious to them. Based on this published Forrester Research, Inc. report, the infographic reveals a Forrester model that estimates that a sample company could receive 2.8 million unresolved customer service visits to their company website each year. However, the majority of these customers could end up escalating their issues through higher cost channels such as phone, email, and chat. The total estimated cost of these actions accumulates to over $12 million for the sample company per year.
