More and more, customers are open to using self-service solutions. Our customer experience research shows that while customers might prefer the human touch, some expect digital, self-service solutions. In certain cases, they even demand it. And it’s not just in customer service.
Consider Amazon, the perfect example of a self-service retailer. From researching to purchasing a product, and even in most customer service situations, everything is a self-service experience. Each step of the process is logical and intuitive. For customer service issues, the customer is prompted through a process. Along the way, if the customer still wants a live agent to help, they are able to share their phone number and an agent calls back within a minute. The point is, it’s as easy as can be. The learning curve is minimal and comes from just doing it.
I know what you’re thinking. You’re not Amazon, so getting a customer to use your self-service solutions requires a different technique. Keep in mind that there’s a right way and a wrong way. My friend Lance Gruener, EVP of Customer Experience at MasterCard, knows a thing or two about what great service looks like. In addition to his leadership at one of the largest companies on the planet, he’s president of the advisory board of the contact center industry’s largest association. In a recent board meeting, he shared an excellent example of the right way – and wrong way – to get customers to use self-service.
Not long ago, Lance walked into a store. Other than the employees, he was the only person in the store. He approached an employee to ask for help, but rather than helping, the employee pointed to a kiosk and said, “If you go over there, you can do it yourself.”
Lance, who, like me, is acutely aware of good – and unfortunately bad – customer experiences, resented the unwillingness of the employee to help. So, how should the employee have handled this situation?
Ultimately, the company wants customers to use its self-service solutions. But encouraging customers to do so takes a little tact. For Lance, the employee could have done it for him, then taken him to the kiosk and showed him how to do it the next time.
I love this approach. First, take care of the customer and then train them for next time. Or, train the customer while you help them. In effect, you’re saying, “Let’s do this together.” Either way, it combines high touch with technology.
In today’s digital world, a balance between customer service technology, including self-service solutions, and the high-touch experience with a live agent is essential. Empowering customers to confidently use your self-service options can increase customer satisfaction ratings while streamlining operations. To do that, it will take time to train customers to use your technology. Success hinges on good technology integrated with personal support to ensure customers feel valued and capable.
