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Depending on your industry, reduction in customer service calls can be achieved in many ways.
Keep a call log and then use the website to provide frequently asked questions. When facing a problem, customers typically goto a website to seek contact information for a company, and here you can place an FAQ section which they have to read through before they get to the page with the customer service number.
If the call log shows problems relating to product defects, the addressing those defects is the root cause of the problem.
By sorting and attending to issues as soon as they are raised by the customers