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Moving calls to automated solutions is an attractive model given the significantly lower costs of self-service. For large service organizations, the two primary self-service vehicles of web and voice recognition can save millions of dollars annually if done correctly. However, self-service is an area where one size does not fit all. Here are a few insights on customer behavior relative to self-service.
▪ Older customers prefer to speak with a live agent more so than do younger customers; their
levels of satisfaction are lower when forced to deal with automation.
▪ Voice recognition is a Jekyl and Hyde technology….do it right, and customers prefer this
option using it extensively….do it wrong, and dissatisfaction and repeat calls soar.
▪ The Internet changes shopping behaviors before it changes buying behaviors; you must learn
how to turn shoppers into buyers by analyzing their behavioral clues.
▪ Segmenting customers by mandating a self-service channel is dangerous…assigning lower
revenue customers to only self-service channels may net some nasty PR and jeopardize
your ability to keep these customers as they move to more profitable life stages.
▪ Customers like choice–the ability to communicate with your firm at the time they choose in
the way they choose.
If you have an ineffective self-service strategy or are thinking of implementing or modifying an existing strategy, contact us immediately for additional insights on how to optimize self-service while enhancing the customer experience. |
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