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Really interesting article. An issue we face with our clients who sometimes don't see the value in integrating web and telephone data.

Call Avoidance, thought new to Web Analysts, is very well known in Call Centre environment and the larger support organisation. Dreaded and elaborated IVR systems alert customers on outages etc. in order to resolve the callers' issues before they 'hit' the helpdesk (or to abandon due to queue fatigue).

Glamorous or not, using your site as part of your customer service strategy makes business sense - Service Centres are labour intensive, and therefore costly, and any contribution to minimising cost is well appreciated by the business.

Very interesting post - Thank you!

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