Wednesday, December 1, 2010

Analyzing Effectiveness of an e-support site

For an introduction to e-support sites:

Web Failure rate
The single most important metric to analyze success of an e-support site is 'Web Failure Rate' or WFR.

It is defined as the proportion of support site visits that did not find a solution to their problem online. So if there were 100 visits to the support site and if 20 of them did not find a solution to their problem online, the web failure rate is 20%

How to calculate Web Failure Rate:
This is the tricky part.
That a visitor did not find a solution to their problem online is proven if he contacted a non-online channel to find a solution. This could be a call by the visitor to the toll free #.

In this scenario, there has to be a common field that links the visitor to the caller. It could be a 'service tag' or it could be a 'customer number'.......
In case of unique service tags or customer numbers, the visitor would enter it to find a solution on support site; and would also refer to it during his call with the customer service representative.

The shaded area above is web failures.

The key in e-support is to minimize the web failures and hence the web failure rate (WFR)

Will post on the other metrics that are used in e-support in a separate post

No comments:

Post a Comment