Article : Putting the Service Back into Self-service
Self-service is often the most efficient channel for the customer to get quick and easy answers to the most common and obvious questions. And because there is no agent involved, it’s the cheapest way for the company to provide quick customer service.
However, it’s use can be misunderstood by a customer for a number of reasons. They may feel ignored if they don’t talk to an agent and might not see the benefits of getting a speedy solution without a human responding to their request.
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This situation can be easily overcome by taking a few simple steps.
- Educate: Often, the customer simply doesn’t know how to use the self-service interface. You should have a "How-to" page on your website that clearly outlines what to expect when they select your self-service option. This might include shortcuts and simple codes that help them navigate efficiently and make them feel like you’re not standing in the way of them getting what they need.
- Simplify: Your aim should be to have as few clicks as possible between the question and the answer. Take a good look at your user interface to find places where efficiencies can be made and examine all types customer journeys to see where they can be improved. This can be done through user testing and analyzing real customer experiences.
- Ensure: One of the biggest turn-offs for self-service is the dreaded dead link. Imagine going to the effort of signing in and asking your question, only to have the answer be "404-Not Found". If you are updating information or systems, always test, test, then test again.
- Train: Make sure that your agents have a working knowledge of your current self-service offering. When a knowledgeable agent guides a customer through it for the first time, you create an experience the customer will want to use again and again. Once they’re hooked on your self-service offering, they may only ever want to talk to an agent in the most extreme circumstances.
Self-service has many benefits for the customer and for you. It’s a win-win when people can find what they need quickly and accurately without having to go through your call center. Companies who master the self-service channel have happier customers and a reduced call volume.
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More Editorial From Bright Pattern Inc
About Bright Pattern Inc:
Bright Pattern is an effective cloud contact center software which helps businesses to simplify multichannel service. Bright Pattern’s solution features enterprise-grade architecture that offers non-disruptive maintenance with on the fly upgrades and scales from 5 to 10,000 concurrent agents with a measured 99.99% uptime. Bright Pattern’s out-of-the-box CRM integrations increase agent productivity with integrated UI, click to call, screen pop, and activity history, automatically saved with the ticket. Bright Pattern’s solution has usability that is second to none with a new intuitive desktop for managing omnichannel experiences, a unified interface to set-up and modify workflows, and a monitoring, reporting, and quality management for and across all channels.
Published: Wednesday, January 24, 2018
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