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While other vertical markets are focusing on e-mail management, wireless eCRM and proactive, personalised marketing solutions, the high technology industry is increasingly deploying self-service applications to reduce the number of costly phone calls to the contact centre.

The survey shows that the high technology industry understands that to provide an effective and efficient self-service offering they need to deploy an online knowledge base that is flexible and scalable to support increasing levels of inquiries, while also supporting customers with intuitive, natural language search capabilities.

By providing a self-service solution that is easy to navigate and quick to produce the most accurate answers, high technology companies ensure costly telephone contact with the call centre is reduced and customers quickly find the answers they seek.

The results of the survey indicate that the high technology industry is mirroring a larger trend within worldwide organisations.

A recent Gartner report, titled "Self Service from 2003 to 2012," states that the motivation to increase the level of customer self-service will be strong through 2012.

Other key findings within the high technology industry include:

• Nearly 70 percent of high technology companies that participated look to eCRM to differentiate themselves from their competition and increase its customer demand
  
  
• 65 percent of those surveyed view online chat as the least used form of communications when it comes to customer service



• Approximately 50 percent of high tech executives said that e-mail was either the first or second most frequently used channel of communication by their customers when dealing with customer service representatives KANA provides eCRM applications optimised specifically for the telecommunications, financial services, healthcare, high technology, retail, government and higher education markets to drive better relationships through effective, efficient interactions with customers at all points of contact (self-service, Web collaboration, phone, e-mail, live chat) and throughout the enterprise.

"The high technology sector continues to utilise technology installations that provide significant and immediate return on investment, such as self-service solutions," said Tom Doyle, president of KANA. "Companies that have already deployed KANA's application for self-service, KANA IQ, have seen a significant drop in call centre inquiries and reduced contact centre costs. This survey shows that this trend will continue as more companies in technology and other industries continue to cut costs and increase customer satisfaction by moving customer service online."