{"id":3813,"date":"2013-04-15T07:42:52","date_gmt":"2013-04-15T14:42:52","guid":{"rendered":"https:\/\/www.nimble.com\/blog\/?p=3813"},"modified":"2024-06-18T03:39:10","modified_gmt":"2024-06-18T10:39:10","slug":"self-service-cautions","status":"publish","type":"post","link":"https:\/\/www.nimble.com\/blog\/self-service-cautions\/","title":{"rendered":"Self-Service Cautions: Are You Losing Revenue?"},"content":{"rendered":"

Some experts advise that you focus most service on your top customers and leave less valuable customers (Silver, Bronze and Lead) to self-service options.<\/p>\n

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Fact: \u00a0There may be more incremental revenue and profit to be gained from Silver and Bronze customers than Gold customers.<\/p>\n<\/blockquote>\n

Fact: Self-service choices should be determined by the revenue potential of the specific transaction<\/a> and customer preferences. <\/p>\n

\"Leading<\/a><\/p><\/blockquote>\n

The blanket premise of rationing great personal service to the top echelon is dead wrong for three reasons:<\/p>\n

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  1. Your current Silver or Bronze customer may become a Gold customer if you treat them right. \u00a0Bath and Body Works has found that low-spending in-store customers often will spend three times as much online. You are probably getting already all the revenue from the Gold customers, so greater service will not produce more revenue.<\/li>\n
  2. Many customers of all levels are happy to use self-service for simple transactions, such as checking the status of a shipment. \u00a0Bath and Body Works encourages use of all channels<\/a> for all customers, by including phone numbers on the website and web URLs in the catalog.<\/li>\n
  3. While self-service saves some costs<\/a>, it also has significant drawbacks:<\/li>\n<\/ol>\n