I had some time recently to read the book Tribes by Seth Godin. The book’s premise is that with the internet and web 2.0 tools, the traditional way of joining affinity groups/tribes has changed. It use to be either a local approach or one of mass marketing and pushing of ads/ideas out to the world and letting the people that the message has meaning to raise their hand and join. This traditional way has been changed and now we are in the age of very focused, sometimes smaller and almost always more directed connections with people to a common idea(s).
A recent study conducted by Service Strategies and ServiceXRG reveals that companies have a wide variety of methods for measuring the effectiveness of their eservice offerings. While this is not a revelation, it confirms the fact that companies continue to struggle with quantifying the effects of electronic services.
According to the study, which included responses from approximately 91 technology service providers across the industry, 68% of the respondents indicate they are measuring service deflection to their websites. In addition, reported deflection rates are stated to be rising, to a level of approximately 27% in 2005.
