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When businesses implement customer self-service, they give consumers the power to solve problems and make choices on their own. This empowerment leads to a more satisfying and efficient experience for the client and the company.
Offering resources such as FAQs, interactive guides, and digital support tools enables users to find quick solutions and reduces the reliance on direct support. This approach enhances customer satisfaction and allows businesses to allocate resources more effectively.
This article examines different types of customer self-service and provides advice for its use.
What is Customer Self-Service
Customer self-service is all about empowering the consumer with tools and resources to sort out their queries and problems independently without contacting a company's support team. Think of it as a DIY for assistance.
67% of individuals say they prefer self-service over speaking to a customer service representative(Zendesk). In that case, maintaining an extensive array of well-organized and current company online resources such as blog posts, FAQs, and interactive guides is essential. These resources serve as the first point of contact for customers seeking information or solutions.
Some benefits of customer self-service include:
- Time Efficiency: Self-service options allow customers to find solutions and answers quickly.
- Cost Savings for Businesses: Self-service is considerably more economical than maintaining a large team of support agents. This efficiency can lead to an average annual saving of $1-3 million for a company.
- 24/7 Accessibility: Self-service tools are available around the clock, providing instant support anytime and anywhere.
- Increased Revenue: A majority of businesses observe a growth in sales after adopting self-service solutions.
Types of Customer Self-Service
Online Channels
Are you aware that 76% of consumers will search your business online before going for an in-person visit? It’s important to optimize your website for easy findability and include valuable resources for consumers looking to find out more about your business or for problem-solving.
These resources come in the form of online self-service channels such as:
FAQs: Frequently Asked Questions pages help you provide quick answers to common queries. These pages should be clear and comprehensive and include links to additional information where necessary.
Knowledge Base: A knowledge base includes a collection of in-depth articles and covers a wider range of topics than FAQs. It provides detailed information on specific issues and is an excellent resource for customers needing more than basic answers.
Chatbots and Conversational AI: Chatbots utilize technologies such as natural language processing to simulate human-like interactions, offering 24/7 assistance.
You can integrate them across multiple platforms, including company websites, social media pages like Facebook or Twitter, messaging apps like WhatsApp or Telegram, and email support systems.
Automated Actions: This includes processes, such as signing up for trials, password resets, order tracking, and more. For these services to be key elements, like buttons or links, should be displayed on the website or application for easy accessibility.
Well-designed, intuitive navigation encourages customers to utilize these automated solutions with confidence.
Forums and Communities: Online forums allow customers to interact, share experiences, and solve problems collectively. These platforms serve as a self-service tool and help in brand building and customer engagement.
Offline Solutions
Kiosks: Self-service kiosks are interactive terminals that customers use to perform a variety of tasks independently, such as checking in at airports, ordering food at restaurants, or paying for parking. These interactive kiosks streamline processes and reduce wait times.
A good example is digital concierge kiosks in hospitality, which offer guests services such as access to a digital menu for food orders, ordering room service, and even booking local tours or activities.
Guests can also access transportation services, like taxi bookings or car rentals, and obtain information on nearby attractions or events.
Interactive Catalogs: Often found in retail environments, interactive catalogs enable customers to browse products, check availability, and sometimes even place orders.
This method bridges the gap between physical and digital shopping experiences, offering customers a comprehensive way to interact with a brand’s offerings.
Tips for Effective Customer Self-Service
Maintain Current and Relevant Content
- Regularly update self-service materials with the latest product, service, and policy information.
- Assign specific teams to update FAQs and help articles.
- Use customer feedback from forums and social channels to address content gaps.
- Refresh older materials with new examples, screenshots, or videos.
Establish a Robust Feedback Mechanism
- Integrate forms, rating systems, and surveys into the self-service portal.
- Regularly analyze feedback for insights and make data-driven enhancements.
- Show customers you value their input by acting on their feedback.
Balance Automation with Personal Touch
- Use automation for repetitive tasks but maintain easy access to human agents.
- Regularly review automated content for relevance and usefulness.
Real-world Examples of Customer Self-Service
Success Stories
Food and Beverage: Blue Diamond’s Chatbot
Blue Diamond Almonds leveraged Astute Bot, a conversational self-service solution, for their website in 2018. This chatbot, equipped with narrow AI and natural language processing, enables consumers to interact conversationally. It's designed to answer common queries about product flavors, allergies, ingredients, etc.
The bot's deployment on Blue Diamond's website aimed to reduce high contact volume by addressing these key topics. The phased implementation approach allowed the chatbot to start on one channel and expand, adapting and learning to enhance customer service and offer a variety of communication styles.
Banking: ATMs
Automated Teller Machines (ATMs) are a classic example of self-service technology in the banking industry, introduced in the UK in 1967. They have significantly simplified banking processes for customers worldwide
Music Streaming: Spotify
Spotify's support page is easy to use and features a prominent search bar, common queries, and specific categories for support. Additionally, Spotify's "Ask the Community" feature makes use of its large user base to provide peer-to-peer support.
QSR: Panera Bread
Panera Bread struggled with long lines and wait times, which were driving customers away. To solve this, they partnered with Lilitab and deployed custom-designed table kiosks across 2000 locations, reducing wait times from an average of 8 minutes to under a minute. This change streamlined the ordering process and led to a significant 11.5% increase in sales over two years.
Key Takeaways
- Customer self-service empowers customers for efficient problem resolution and informed choices.
- Essential tools include FAQs, interactive guides, and digital support for quick, easy access.
- Benefits of customer self-service include time efficiency, cost savings for businesses, and around-the-clock accessibility.
- Offline self-service options such as kiosks and interactive catalogs bridge the digital-physical experience.
- Maintaining current, relevant content and robust feedback mechanisms is crucial.
- Balancing automation with a personal touch enhances customer experience.
