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If the best type of contact is the one that never happens, the second-best kind of contact is the one that resolves itself.

And, for those that aren’t preventable or self-resolving, it’s absolutely critical to have the issue resolved quickly. Put in other terms, the foundation to winning on the customer experience battleground includes proactively identifying and preventing issues and equipping customers with everything they’d need to quickly help themselves. Today’s contact center leader should focus on driving one of these types of outcomes.

The reality for many, however, is that their primary fixation isn’t on proactive prevention or equipping customers well. The main focus of most contact center leaders is reactive service recovery. They lose the time that they could spend on designing effective systems, planning for the future and setting the team up for success to a vacuum of inefficient and broken processes, employee disengagement and cost containment.

Gartner found 70% of customers use self-service channels during their resolution journey.

The problem is, only 9% are wholly contained in selfservice.”4 Even so, our findings show that businesses still express a significantly increased preference for selfservice versus agent-assisted channels in 2020.5 Likely because Gartner indicates it costs an average of $8 per contact, while self-service channels such as companyrun websites and mobile apps cost about $0.10 per contact6, and when done effectively, has led to 3.4% revenue improvement, according to Aberdeen7 . The key isn’t just self-service, it’s intelligent self-service, designed with the customer in mind.

To read full download the whitepaper:

Effortless service, happier customers

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