Encouraging the Customer Shift to Self-Service Options
For several years, as the Internet and social media emerged as new communication methods, there were several call center industry stories speculating on whether live agents would soon be an endangered species.
The prospect now seems less likely than it once did, as there is still a need and often a preference for customers to actually speak with another person to resolve their issues.
But there is no question that agents are a more costly and complex service option than automated online responses or social media interaction. Two hundred agents? That’s a big investment. 500? Those call centers moved offshore to save money – and paid a different kind of price.
Industry estimates vary on how many customer interactions can and should be handled without live assistance. But it’s at least 40% on the low end – some have it as high as 90%.
The technology is in place now to make it happen – not just on the company end but from the customer side as well. Today almost all of us carry smartphones that plug us into a portable digital ecosystem. We now expect 24/7access to order information, return policies, special offers, store hour listings and other subjects that used to require a phone call.
Now is the time to encourage your customers to explore the other options available. Self-service has reached the point where it can be just as quick and responsive (in many cases faster), so you’re not risking a customer relationship by doing so.
The numbers show that about 30% of U.S. consumers have tried voice self-service to get things done. That number can and should go higher, with your help.
Let them know that for the most complex situations, or when there is a real need to speak with an agent, you’ll be ready. But if behavior can be changed to the point where these are the only types of calls received, you’ll be able to get by with less staff, and lower costs.
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