July 17, 2001, 12:00 AM

IBM.com implements a successful self-serve strategy

IBM Corp. moved 99 million transactions to self-serve at its web site last year, avoiding costs of $1.5 billion.

IBM Corp. moved 99 million transactions to self-serve at its web site, ibm.com, last year, avoiding costs of $1.5 billion, Pat Horgan, director of sales initiatives for ibm.com tells Internet Retailer. IBM has adopted an aggressive web strategy to attract new customers, increase sales with existing customers and reduce costs through pre-sale and post-sale customer service. “We’re making ourselves much more accessible to our customers who are comfortable doing downloads and fixes from the web site,” Horgan says. The cost avoidance came when customers did not have to call IBM for help with easily solved problems, Horgan says.

IBM is promoting the self-service function by presenting a “support and downloads” tab on ibm.com’s home page. “We’ve made the self-serve much more front and center on the web page,” Horgan says.

 

comments powered by Disqus

Advertisement

Advertisement

Advertisement

From IR Blogs

FPO

Jake Nickell / E-Commerce

What one web retailer learned from a bricks-and-mortar test

Threadless has closed its one physical store but found other ways to get its artist-designed ...

FPO

Devika Girish / E-Commerce

Eight lesser-known uses of beacons for retailers

Beacons, which communicate with consumers’ smartphones, are most often used to welcome shoppers to stores ...

Advertisement