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.


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