Keeping Your Digital Self-Service Information Up To Date
In order for businesses to deliver increasing value to their customers, they need to understand the customer's needs while offering them a complete digital user experience.
With companies already investing in online self-service platforms to work with today's digital lifestyle, once implemented, the focus going forward must be on keeping the information up to date.
Don't Just Meet, Exceed, Their Expectations
There's a dissatisfaction among consumers when something goes wrong. It means calling a customer service number. Without even actioning this, the perception is that they'll be kept on hold for an unlimited amount of time, and at the end of it, their issue may not be solved.
Digital self-service platforms can overcome many of these issues by allowing the customer to easily access the information they need, while also presenting them with additional information that could be useful. By providing exceptional self-service, customers can find their own answer which, in turn, can reduce potentially costly telephone support staff.
By keeping the platforms current with up to date information, not only do you give the customer exactly what they need within a few clicks or taps, you've provided a level of customer service that is expected and, hopefully, exceeded.
The integration between desktop and mobile devices is crucial too, when 35% of customer service interactions are carried out online. This is invaluable in today's digital world where
disgruntled users can tell the world about their experiences in 140 characters or less!
The Process Of Customer Satisfaction
Moving forward, the key focus should be to continue to build on what you have achieved. By monitoring and developing your self-service system metrics, you'll gain key information on where your customer service is working effectively and where it's letting you, and the customer, down.
In order to continually improve your self-service output, there are many key system metrics to be analysed when providing the right information. Look into the number of page views for specific areas—this will show you the amount of interest that has been shown in any given topic and whether it has been useful to the customer.
If you have implemented a content rating system for each subject or topic that customers have responded to, calculate the effectiveness of each one by measuring the rating level and the number of ratings. This will give you very clear feedback on how to improve certain areas.
With any self-service material that is regularly analysed, updated and delivered quickly across all digital channels, you should see a reduction in telephone and email assistance, reducing your costs further. The results will give you clear signs that your self-service portals are rewarding and effective for the customer.
By studying your analytics, you'll see where—and when—to prioritise specific areas for improvement. Any high volume topics need constant reviewing to ensure it is offering the most up to date information.
Another key metric are your pages bounce rates. Measuring bounce rates for relevant pages helps you understand customers' behaviours as they visit your site. Are they actively using the content or are they simply clicking off the page straightaway?
If you find that bounce rates are high, it could mean customers don't find the content useful or relevant. Key improvements here would be to consider easier navigation from topic to topic or using more user friendly language.
A satisfying user experience is an ongoing process. By prioritising improvements in high traffic areas, you can include self-service features that will benefit your customers and allow them to do more themselves while reducing your costs and increasing your revenue.
100% customer satisfaction may seem out of reach, but by keeping your customer service portals up to date using the GOSS Interactive Self-Service
Platform, it might be closer than you think.
Improve your customer service for increased customer satisfaction and cost savings.