There is no denying the fact that customers today want access to solutions that enable them to solve problems on their own without the help of a live agent.
This trend, commonly referred to as self service, has taken off in recent years and is now a customer service staple for most companies. Self service is commonly seen in places like:
- Live chat boxes on website and social channels;
- Interactive voice response (IVR) during telephone calls; and
- Online knowledge databases.
The numbers don’t lie, either: Self-service is now in high demand. 50 percent of customers think it’s important to solve service or product issues themselves while 70 percent believe a company’s website should have a self service application. And 83 percent of customers will go to a company’s website for information.
There’s just one critical thing to keep in mind when implementing self-service solutions into your digital channels: They are not the end-all-be-all of customer service. You can’t replace live agents with fully digital solutions and expect to have positive results.
That’s because there are many issues that customers prefer to solve using live agents. Sometimes, a customer will want an opinion about what action should be taken. Or, a customer will require advanced help that that cannot be solved using artificial intelligence.
Here are some things you should consider to supplement your customer self service:
Provide a short path to an agent: To a customer, there is nothing more frustrating than wanting to speak to agent and being denied the opportunity. When a customer repeatedly mashes the “0” button but gets no response, they usually just hang up—and this doesn’t help anyone. So if you want to encourage customers to use self service first, that’s fine. But don’t make them struggle to connect with an operator, or you are only going to aggravate them.
Use data to streamline service: Once a customer does connect with an agent, the interaction needs to be handled efficiently. And to do this, agents require data—and a complete overview of the customer journey. Make sure you integrate your phone system with your customer relationship management (CRM) system to ensure that agents can easily access customer data during every customer interaction.
Have live agents on standby: Many companies today are using a combination of automated chatbots and live agents for their customer support. In this type of setup, a customer will start by chatting with an automated assistant, but an agent will be monitoring the interaction. In fact, an agent can monitor several conversations at once for maximum productivity. This way, an agent can jump in and provide seamless support when it’s needed. This protects the company when a customer asks a question that is too advanced for an automated attendant.