When it comes to reaping the full benefits of self-service, it is about planning and a well thought-out strategy. Annica Ronquist, Head of Global Customer Operations and Services at Teleopti, outlines 5 top tips for self-service success.
One of the common myths associated with self-service is that it reduces the number of calls coming into the contact center. In reality, whilst the introduction of self-service may decrease call volumes in the longer-term, it more importantly changes the reasons customers call. Routine tasks can be dealt with through automation only to be replaced by complex enquiries requiring highly skilled agents.
Imagine you’re a bank. Like most banks today, you provide self-service internet banking to your customers. If a problem occurs they will very quickly be calling through for expert answers, but in general they no longer need to call up the bank’s customer service operations for routine queries, such as the status of their account balance or the transfer of money abroad. They receive quick, correct responses that require low effort on their part. The sheer effortlessness of their experience ultimately increases their loyalty to your bank, a win-win situation for the customer and for your business. Or is it?
A new set of challenges
The truth is that self-service is a wonderful invention, making life easier for agents and customers alike but it does raise a new set of challenges. The secret lies in taking the time to introduce a well thought-out customer self-service strategy. Here are my five top tips to keep you on the right track:
It’s time to take control
Take the time to plan your strategy, really understand your customers and build in automated self-service capabilities around your contact center. Get self-service right and you will be rewarded with an optimized customer engagement process and reduced costs for the business at the same time. Workforce planning will become more flexible but just as essential, with agents dealing with higher value opportunities and enjoying more challenging and interesting roles.