From March Madness on demand to the famous “wardrobe malfunction” during Super Bowl XXXVIII, CBS Interactive (CBSI) gets its share of spikes, both seasonal and unexpected. But it is all just a part of the media business, according to Robert Monteiro, senior manager of product integration for CBSI’s online services—and a part of the business they obviously have a good handle on. CBSI recently won the 2009 CRM Service Elite Award. Here’s a play-by-play of why they won, and the results they’re achieving with the help of teammate, RightNow. 

96% Web Self-Service Rate

Web self-service is the MVP for CBSI, boasting a 96 percent self-service rate. When CBSI was undergoing enormous growth by way of multiple acquisitions, they had a choice to make. They could either hire more people for that one to one relationship through email and phone calls, or they could put technology out in front to help the customer where and when they wanted to be helped. 

92% Retention Rate For “Premium Paid Products”

CBSI listens to their customers, which helps improve the customer service experience. Using surveys and feedback, CBSI collects information directly from customers and delivers relevant experiences. They attribute the success of their product development and customer retention in part to this capability. Monteiro says that “all ears are open” to the contact center with the realization that they really do have a finger on what the customers are looking for, what they need, and what they’d like to see in the future.