Step 1: Four Questions to Assess a Channel's Profitability

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How can you properly assess the profitability of a channel? Below, we’ve adapted Gartner’s “The Four V’s of Big Data” and applied it to customer service-assisted web store channels to help you with your assessment. Let’s look at these four key elements:

Volume: How many contacts do you get mexico telegram number database with your service each month in a single channel? You might break down the channels as we recommended above: phone, email, live chat, and social media.

Variety: What are the main types of issues you encounter in this channel? You could opt for complaints vs questions or, as we suggested before, split between pre-purchase and post-sale. Both will work.

This is one of the top three needs of today’s online shoppers, based on our customer service principles.

Value: What is the average order value in this channel after you subtract maintenance costs? Take the average order value per comment, question, or complaint, then subtract the number of hours you spend on that channel.

Once you’ve answered these questions, you should have a more realistic picture of how each channel is performing and how much it’s costing you. You can then use this information to begin shaping your strategy. “People, Process, Technology” : A model that many successful business consultants follow to help companies meet their ambitions.