There are industries and business models where the website is not the final sales destination but rather a stepping stone. In others we have seen that a Web visit will actually drive greater calls to the call center.
To be practical, simply measure the number of calls that started with a website visit prior to your change and the number of calls that arrive after your change. If you see a positive trend you probably did something right. Bear in mind that effective website design may expose the customer to new services he or she did not know about and therefore may call to inquire. Make sure your comparison of before and after does not penalize you for new cross-sell opportunities that the new website design enabled.
How HR can use the customer 360-degree view concept
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