NetFlix is approaching real time response to customer inquiries that took 24 hours in the past. Individual productivity more than doubled within two weeks of KANA Response's deployment, and now reaches 300 messages a day over four times the previous average. Not counting the surge in customer satisfaction levels or the value of KANA-produced reports to management, NetFlix' investment was totally repaid through reduced head count requirements alone within six months. In addition to making e-commerce possible, the Internet also serves to level the playing field between vendors offering similar wares.
Price sensitivity goes up and customer loyalty typically declines.
Additionally, as consumers turn to the Internet to purchase products and services, they become accustomed to the immediate network delivery of information. In this e-business environment, the quality and efficiency of service become critical differentiators. Inquiries may range from site navigation and billing procedures to order status and special offers. The goal is to maintain a zero queue, offering customers near real time responses. Many customers receive responses in 10 minutes.