Tucker Hall
Director, Product Marketing

selfservewebinarSuccessful customer self-service makes customers happier and your business better. But why is successful self-service so hard to deliver, and how can you turn your Salesforce Community into a case deflection engine?

Customers prefer self-service & it’s more cost-effective

Customers prefer to self-serve, and that’s true even for B2B customers. Respondents to a recent TSIA survey stated they overwhelming prefer web self-service to other support channels.

Source: TSIA "State of Unassisted Support – 2014" (respondents could select their top preferred channels).

Source: TSIA “State of Unassisted Support – 2014” (respondents could select their top preferred channels).

Self-service is also dramatically more cost effective than other support channels, both in cost per resolution, and because it reduces the overall case load on contact centers.  According to TSIA, phone and email support are each well over 100x more expensive per incident than web self-service, while chat costs over 30x more.

Source: TSIA "2014 Support Services Benchmark Report"

Source: TSIA “2014 Support Services Benchmark Report”

Three essential capabilities for case deflection

Based on Coveo customers’ experience, you can see up to 20% improvement in case deflection, when doing web self-service right. If you’re not seeing the results you’d expect from your online community, consider these three essential capabilities to increase case deflection.

  • Access to case resolving knowledge
    Your Salesforce Community is a great foundation. But, the information and answers your customers need to self-serve typically don’t all reside within Salesforce. In most organizations, much of this case-deflecting info is sitting in SharePoint, Confluence, file shares, blogs, a company website, other sites, and more.To maximize case deflection, you need to give your customers intuitive and effortless access to ALL case-resolving knowledge from across your entire organization, right on your Community.
  • Proactive content suggestions
    Providing swift search across all case-resolving content from within your Community is an essential first step, but case deflection really kicks into gear when your Community proactively recommends helpful content to each customer based upon their unique situation.By analyzing in real-time each customer’s site activity, product & support history, and other profile characteristics (for authenticated users, of course), great communities can automatically deliver personalized content highly likely to be helpful, based upon what similar customers found helpful in the past.For example, this Community automatically suggests content as the visitors types, with the recommendations customized based upon what other customers found relevant in the past.
A search for ‘service cloud’ on Salesforce’s Help site, powered by Coveo, presents both most frequent queries and suggested articles based on what has been useful to other customers using a similar search term.

A search for ‘service cloud’ on Salesforce’s Help site, powered by Coveo, presents both most frequent queries and suggested articles based on what has been useful to other customers using a similar search term.

And should your customer begin to create a case, your community should offer self-service alternatives during the case creation process. Great communities analyze in real-time the information your customers type into case fields – such as Product, Problem, Case subject line text, and Case Description – then instantly present likely solutions before the customer even hits the “submit case” button.

  • Analytics you can act on (without a computer science degree)
    Finally, make sure you have an integrated analytics engine that lets you monitor, understand and act upon the insights from the community in real time. Specifically, you need line-of-sight into content gaps, knowledge usage patterns, relevance, and answers to questions like:
    – What content is actually driving case deflections?
    – What types of answers are your customers looking for, but unable to find?
    – What search terms are proving fruitless and leading customers to “dead ends”?
    – What type of content is working well on desktops browsers, but not well on mobile?
    Without the answers to these and similar questions, it is effectively impossible to manage and tune your Community for case deflection at scale.

Want to see these self-service essentials in action?  Watch this video see how Coveo for Salesforce, the unified search technology, can bring these core capabilities to your Salesforce Community. Find out how customers are using Coveo to boost case deflection by as much as 20% and see a live demo.

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About Tucker Hall

Tucker is the Director of Product Marketing at Coveo, and is based in New Hampshire.

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