Guest blog from Tom Sweeny at www.ServiceXRG.com
If your support demand is on the rise and exceeds your current ability to handle it through assisted channels, let automation and self-help share the load. Whether you have well-established self-help capabilities and just need a tune up, or if you are about to launch a new initiative to introduce automation capabilities this article provides resources and insights to help.
The primary objective of self-help and service automation is to help customers find the information and resources they need quickly and intuitively. Well-designed support web sites, and intuitive automation provide viable alternatives to assisted support.
Self-Help and Automation
Self-help and automated services provide a means for companies to continue to engage with their customers in a low-cost manner. However, self-service is not simply a means to save money.
Although there’s a significant temptation to undertake self-help and automated services as a low-cost alternative to customer engagement through interactive channels, it must not come at the expense of delivering an experience that strengthens relationships with customers.
Self-service and support automation are not simply a means to save money – each interaction is an opportunity to reinforce the relationship and sustain customer loyalty.
Best Practices and Resources
The following articles provide strategies and guidance to implement effective self-help and automation service initiatives.
Best Practices for Support Web Site Design
The primary objective of a support web site is to help customers find the information and resources they need quickly and intuitively. Well-designed support web sites encourage customers to invest their time to explore and discover the information they need. This article introduces the elements and practices for effective web support site design.
The Digital Transformation of Support
The digital transformation of support is defined by an increased use of digital technologies to improve and extend core support processes and enable new service capabilities. Digital transformation includes human-assisted, self-assisted and fully automated support transactions. This article defines and introduces key characteristics of the digital transformation of support.
CX Implications for the Digital Transformation of Support
With the increased reliance and expanded use of web self-service and automation, customer experiences are increasingly shaped digitally. The ability to influence customer behaviors and maintain mindshare in a crowded digital world requires a commitment to providing the right tools and content. This article highlights the customer experience implications related to the digital transformation of support.
Service Automation – 7 Essential Practices for Success
Automation of Technical Support or Customer Success functions can yield great returns, yet service and support activities can be difficult to replicate with technology.
To effectively automate services, it is critical that the underlying processes be fully understood and analyzed to determine their appropriateness for automation. Effective service automation requires a combination of enabling technologies, robust content, and a willingness by customers to use these systems.
Digital Customer Experiences (dCX)
Many customer touchpoints with your company are conducted digitally through web self-service and automated tools. It is imperative to consider how customer experiences are impacted by services delivered through digital channels. This article introduces how to define and measure Digital Customer Experiences (dCX).
Self-Help and Automation – Risks and Rewards
Companies that apply self-service and support automation can yield significant benefits, but not without risks. This article examines the risk and rewards associated with Self-service and support automation initiatives.
The Three Most Important Characteristics of a Support Web Site
The primary objective of a support web site is to help customers find the information and resources they need quickly and intuitively. Well-designed support web sites encourage customers to invest their time to explore and discover the information they need. This article introduces the three most important characteristics of a web support site.
Knowledge Management – Defining the Business Need
Successful knowledge management is not achieved by chance, rather it is a function of understanding the scope of the required effort, establishing a clear vision of the expected benefits, and securing the support and resources necessary to execute. The formulation of a successful knowledge management strategy is based on providing answers to five fundamental questions.
Beyond Deflection – What to Do with Your “Savings”
Self-help and service automation (e.g. chatbots) provide a means to save money and lower the overall costs of service delivery. Consider however that savings from deflection represents an opportunity to reinvest to improve service outcomes by reallocating staff to high value activities (e.g. onboarding, adoption, retention, expansion, etc.). This article introduces the top opportunities to reinvest in service.
How to Define and Measure Deflection
Using an accurate measure of deflection is imperative. If not measured correctly it is easy to overstate the impact of self-help and service automation on assisted support demand.
The average rate of case deflection within the technology industry is 23%. For some companies deflecting 23% of the assisted support demand is extraordinary, while for other companies there is considerable room for improvement.
This article defines deflection and provides a step by step guide to implement a reliable deflection metric.
About Service XRG
Service Excellence Research Group (ServiceXRG) helps companies retain customers, expand revenue, and achieve cost efficiencies through service excellence. Founded in 2004, we work with the world’s leading technology companies to transform and optimize service outcomes. We offer a portfolio of in-depth research and expert coaching services to help companies pursue Service Excellence and embrace Customer Success. Learn more at www.ServiceXRG.com.