The world of customer experience (CX) has shifted, with most customers now preferring self‐service to live agent assistance. The pandemic has accelerated this process, creating an urgent need for companies to accommodate their customers with quick and effective interaction options. As customer expectations for instant gratification become the norm, digital transformation is imperative for brands to stay competitive.

However, self-service channels often lack the technologies needed to meet customers where they want in the digital world. As shown in Figure 1 below, only 18% of customers rate digital/self-service CXs as events they would promote, which is much lower than how they rated robotics (41.2%) and artificial intelligence (AI) (34.8%) as promoters. Many of today’s self-service solutions are not meeting customer expectations because of limited capabilities, misunderstanding inquiries, sending customers to the wrong place, and lacking personalization.

Early adopters of AI-powered self-service solutions will have the opportunity to improve customer satisfaction (CSAT) rates and gain a competitive edge. State‐of‐the‐art self‐ service solutions improve CX with an optimal blend of support for live agent interactions and omnichannel customer self‐ service. It is not only about bots handling customer queries to take the load off live agents but also about how AI can continually learn, train, and build on the insights needed to automate tasks and organize information to make self‐service more effective. These rich-data-driven and AI-empowered insights make self‐service work. Smarter self‐service addresses today’s customers’ needs and allows agents to focus on complex tasks and deliver a better CX.

Why is the Shift to Intelligent, AI-powered Selfservice Essential for CX Organizations?

Keeping up with the changing CX frontier is more complicated than ever. Seamlessly integrating touchpoints along the customer journey has become the main component driving CSAT. One common component of mastering this digital mix, called deflection, is a way to accelerate issue resolution and reduce costs. Live interactions can cost companies 24 to 48 times that of self‐ service.1 While cost reduction is desirable, the benefits of intelligent self‐ service are two‐fold: increasing CSAT and improving CX. No longer just the preferred choice of millennials and younger digital natives, self-service that works has become the baseline expectation for almost all customers. Events, such as the COVID‐19 pandemic, have forced businesses globally—particularly healthcare, travel, and retail—to change how they interact with customers. All age groups now embrace digital technologies.

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Reimagining the Power of Self-Service

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