Know-How Exchange : Research/Metrics

Our customers are beginning to ask the company to host online discussion lists where they can post questions to each other.

We are in a highly regulated environment, so we would need to allocate a resource to monitor and manage this tool.

I believe this could turn into a real customer service benefit, one that will eventually save the company money by allowing the customer to go online with his or her questions and avoid making a call to our toll-free customer technical service center. Not to mention the marketing insight potential from monitoring customer questions and the challenges they face day-to-day.

Are you aware of any case histories that show the dollar benefit gained by a company that transitioned at least some of its 800-number calls to discussion groups and/or online FAQ's? Any idea how I could track down this kind of information?

Any advice you can offer would be valued.

Thanks,

Delena Roth
eMarketing Manager
Ortho-Clinical Diagnostics