Customers want to use multiple ways of communicating with the company
Depending on their preferences and security, some of them want to do it on their own through self-service tools. If I don´t feel like speaking to an agent, why should I? Can I solve my issue just by calling the system? Or just by accessing the website?
Some enterprise centric companies implement self-service systems to improve Contact Center efficiency. In addition, enhancing return on investment so we need to keep in mind that agents represent 75% of Contact Center costs. Hence self-service systems are the perfect ally to reduce costs and keep agents away from useless work. But they can also be the enemy of a good customer service when customers get frustrated in the process. Or when the business rules are not aligned with what the customer wants.
A self-service tool always adds value, regardless of the customer preferences
I recently had a power outage at home, I obviously called the power company and to my surprise they had already configured the IVR with a message related to my issue. One of the options was to report a power outage and when I selected that option I listen to a recording. It stated that they had identified a problem in my area and that they were working on it.
That if I wanted more info I could listen to the latest updates on the recording or talk to an agent. So, self-service tools add value. I did not need to speak to an agent therefore they didn´t have to engage in unnecessary call. In addition, I was left with the impression that my power company was on top of things. That I was getting the service I deserved.
This example illustrates how to craft a proper business strategy. Allowing self-service interact with the customers. This enables companies to take advantage of the benefits of a self-service system. Which translates in substantial cost savings. But it can also improve customer experience by giving self-service attention 24/7. Including automated transactions and delivering security to the customer. Hence, improving Customer experience.