Yet most companies underinvest in intelligent self-service, maybe because all the money goes to servicing them inefficiently with hoards of people and analog infrastructure. This is especially paradoxical in a world where digital is easily accessible, and where customers are digital literates and self-service addicts – in other words they can do much more on their own given the right information, and that is what they expect.
Self-service is about 2 key principles: IMMEDIACY and RELEVANCE.
- Answer the questions customers have with the best available information, every time.
- Then make intelligent suggestions based on their profile, questions, needs and behavior.
Self-service intelligence and relevance might require a bit of investment, but nothing in comparison with the hoards of people required to compensate for the lack of intelligent self-service.
- Intelligent self-service drives call deflection: the cheapest service call is the one you don’t get, and when customers engage your company on their own, that is what happens.
- Intelligent self-service drives immediacy: relevance addresses customer needs and issues quickly, and time-to-resolution kills customer relationships.
- Intelligent self-service drives customer satisfaction and conversions: when customers get what they want, they stay engaged with your products and services, and buy more.
This is a low hanging fruit for almost every business, and a simple initiative the C-Suite should care about.
Thriving businesses invest in relevance… others think this is an expensive undertaking…