There is no denying the fact that customers today want to be able to help themselves when trying to resolve business issues. According to one study, for instance, 51 percent of customers prefer to have self-service options available on a company’s website.
As we move forward into the digital era, though, and automation becomes increasingly interwoven into our everyday lives, many businesses will struggle to understand how to effectively implement it into their operations.
Right now, for instance, questions abound like how much automation is too much, and whether customers will appreciate it or dislike it.
Take, for instance, the example of Uber. The company is infamous for offering in-app customer support. It’s very difficult to speak to an agent directly as the company encourages customers to first seek problems within their app. Many customers get frustrated when they cannot connect with a live agent. After all, some customer service issues cannot be solved with push-button ease. Sometimes, a customer just needs to vent. And if you take away their ability to do that with a live agent, he or she may choose to go to social media to do it publicly.
The trick is to strike a balance in your contact center, where customers have the option to easily select self service or communicate directly with live agents. Here are some ways that you can strike an automation balance in your contact center:
Don’t make customers jump through hoops: With every self service portal that you offer, there should be an immediate line to a customer service representative available. Customers should always be able to press the 0 button and speak with a live agent— no questions asked.
Use click to call: There’s nothing wrong with pushing customers to an online self-service portal first, before they call your company. But if you do this, make sure they understand they are still welcome to call at any point. Consider putting a click to call button on your website using Web real-time communication (WebRTC), so that customers can immediately connect with live agents over their browser while combing through the knowledge database.
Dig through your data: Consult with your Web management team and get a sense where customers are going for answers first. For instance, when they go to your website, are customers going to your contact section first in search of a telephone number, or are they going to the online knowledge base? You should also do this with your phone’s interactive voice response (IVR) system. Use advanced analytics to determine whether your IVR system is helping customers, or whether they are opting out to speak with a representative. Avoid guesswork whenever possible.