How the Right Mix of Self-Service and Agent-Based Support Can Help Companies Maximize the Value of Each Relationship
The proliferation of interaction channels today means that customers have an ever-increasing
variety of choices for how they can obtain customer service. And they use
them all—based on convenience, issue type, and a myriad of other drivers. Companies
that don’t have a strategy in place to optimize their mix of self-service and agent-based
support risk alienating valuable customers and destroying customer value. Meanwhile,
companies that fail to optimize their self-service channels wind up with inefficiencies in
their service delivery processes, unnecessarily inflating their service costs.
The challenge is that most companies simply don’t have the customer insight or the operational wherewithal to deliver such a differentiated experience. Further, many can’t afford to deliver a superior service experience to every customer. Every customer brings a different value to the companies they choose to do business with. As such, the type of support each customer receives should also be differentiated based on their worth.
Readers of this white paper will learn:
- The importance of service-level differentiation and how it can be applied to develop trusting and fruitful relationships with customers;
- How to interpret and analyze customer behaviors, attitudes and support requirements to help customize and deliver the best customer experiences in each interaction regardless of the channel used;
- Best practices on how to manage the self-service and multichannel service dynamic;
- The most effective techniques available to encourage customers to use self-service capabilities while ensuring they remain happy, loyal customers;
- How offering self-service can free agents to target high-value customers or more complex interactions that require more hands-on support;
- The role that social media plays in the service optimization mix and how it should be integrated into the overall service chain.