Responding to customer inquiries through either telephone, email or text-chat channels can cost a company between $5 and $7, according to Inc. magazine (February 2008).  Yet when those same inquiries can be diverted to a self-sevice, internet menu approach, the cost plummets to less than 60 cents each.  However, if the information isn't easy to find, customers would rather let your employees find the answer for them.

So the question organizations must answer is how easy does it provide its customers the necessary information they demand to support their purchases, or their information needs before buying?  How easy is it for customers to use your web site?  Must they scroll through pages of FAQs or vague index entries?  Are informational pieces long and padded with superfulous words? 

If you haven't done so, pretend you are the customer and list many of the questions you could have about your products or services.  Then click onto your web site.  How easy is it for you--someone who should know most of the answers anyway? 

Remember, if customers cannot find their answers easily, they will either abandon your web site (and service or product) or shoot off an email or make a phone call.  All three of these options are costly to your organization.