New To Digital Self Service? 5 Topics You Should Consider
Introducing digital self-service platforms across your systems can be a daunting task, but it needn't be. There will undoubtedly be areas where you'll need help and support—especially when integrating them across multiple devices, but going back to basics, we can look at some topics to get your initial questions answered.
1. Will customers only use digital self-service if they don't have our contact number?
In today's digital world, the majority of your customers don't want to have to call you. The consumers first action is usually to visit your website and they have high expectations of being able to get the answers they need quickly and easily.
Recent studies have shown that online self-service usage has increased from 67% in 2012 to nearly 80% in 2014, while phone usage has remained at just over 70%. The emphasis has now shifted to the point where your digital self-service now needs to be a fully integrated resource base for all information and enquiries.
2. Will customers only be using self-service when at their desktop?
With the arrival of larger data allowances, consumers now spend more time than ever shopping and browsing the internet on their mobile devices. This has directly resulted in less usage on their desktop computers for the same information. Customer frustrations could easily increase if that information is not accessible across all platforms, leading to bad customer feedback and lost sales.
The self-service strategy for all customer facing businesses must begin with a fully integrated mobile user experience. The end product should result in all content—including any images and videos—being accessible across all devices. The mobile self-service should be fully responsive and optimised to fit handheld devices of all sizes, brands and software variations.
3. Does the look and feel of our self-service platforms matter?
In a word, yes. Organisations should ensure that self-service portals are a natural extension to the main website. It will be detrimental to your business if the main website is well thought out and expertly executed, while your customer service portal is badly designed with different styles and difficult to navigate.
Your self-service portal should be a seamless transition from your main website with no discernible change of style. It's important to maintain your organisations' brand guidelines for web, including logos, fonts and colours. Easy navigation and and visual pointers are key to a consumer's user experience, with any important information and high value topics being as simple to find as possible, preferably without the use of a search field. Good use of these will see an increase in customer satisfaction.
4. Do I need to keep updating my self-service area?
It's a common misconception that once you launch your portal, the work is done. In fact, it is just the beginning. As with any website, information and advice must be kept up to date as a priority. This is especially true when it comes to self-service portals which are under constant use to satisfy user demand and expectation. Relevant information needs to be integrated as it happens.
It's important that non-technical users in the organisation can easily access admin areas to make updates as and when they're required. This decreases the responsibility on the company's IT dept or web developers, therefore freeing up time and saving money. With this in place, businesses can ensure that their self-service strategy is kept fully up to date with all information being relevant.
5. Are there other effective ways to deliver online self-service?
In addition to self-service portals that deliver customer satisfaction, there are other options to integrate into your organisation's digital customer service that can increase the overall user experience. Relevant content that is accessible without the customer needing to navigate away from the page they're on, is far more user friendly than taking them away from the page for a simple answer.
It's critical to get the contextual content right in order to increase your customer satisfaction levels. It's such an essential part of your strategy, that having a market leading digital self-service company like GOSS Interactive on board, can ensure the ability to deliver your contextual content within your main website as well as your self-service portals.
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