Self-service has many benefits for both customers and customer service agents.
Customers can easily get the answer they’re looking for no matter if the agent is online or not, and all that without waiting longer than a couple of seconds for the bot to reply.
On the other hand, companies are saving a lot, while at the same time having more satisfied customers. It’s a win-win, really!
Poor self-service tools
There are many systems that are poorly designed, difficult to use or simply not efficient enough so customers often get annoyed and instead try to reach out to a live agent or even decide to leave the company for good.
Companies do not have the right tools to track and measure the efficiency of self service systems.
They do not know when a customer is using an alternative channel of communication. The few who track first-contact resolution rates show alarmingly low numbers. It often seems like they’re refusing to even try to measure customer satisfaction and do a thorough analysis of the data they’ve collected.
Most companies do not know whether a customer has tried to use self-service or went directly to a live agent.
Measure the success of your self-service channels
The first important question you should probably answer is: how can I measure the performance of my self service tools? If you’re using IVR, it is highly recommended to use computer telephony systems for integration. They enable a detailed analysis and also pass the data directly to the agent which saves time for both the customer and the agent. Less frustration for the customer, lower cost for the company. It is important to realize that measuring these KPIs will help you estimate the ROI of any automated self service system.
Implement a formal customer feedback plan
Probably the most important thing to have in mind when testing the technology is to make sure that the system is created to put the customer at the very center.
We recommend gathering customer feedback and all the data you have at your hand to create a self-service system that is customer-oriented and truly omnichannel.
It will be extremely helpful to understand who your customers are, what do they want, what are their preferences and finally, what do they expect from your company.
Having a formal feedback plan turned out to be a perfect solution for many companies. Unfortunately, a surprisingly high percentage of companies don’t have one.
It does not matter which channel is your “main” way of communication.
What matters is that you try to offer a way for your customers to give a feedback and share their experiences with you. It can be a post-call survey, pop-up quiz on the webpage, email auto-reply or even a printed survey filled out directly in your shop or office.
If you know how your customers feel, you can act on it. If you act on it you can improve customer satisfaction. When customer satisfaction is high, your business is growing.