Self-Service or Bust: The New Customer Mandate for Contact Centers

The modern contact center is evolving rapidly, driven by advancements in technology and changing customer expectations. One of the most significant shifts is the increasing importance of self-service options regardless of generation. The data is clear, if you are not investing in self-service in the contact center, you are losing customers.??

Not surprisingly the ‘self-service or nothing’ demand was highest amongst millennials and Gen Z (38%), Gen X (28%) and Boomers (11%) are also included in these statistics. This article explores the importance of self-service in the contact center, the implications of these generational preferences, and the various self-service options available, including automation, AI, and chatbots.

Diving Deeper Than Call Abandonment Rate

Self-service has become a cornerstone of effective customer service, and the customer demand for accurate, fast and efficient answers is on the rise. Statistics such as call abandonment may not be sufficient to accurately quantify the number in your contact center because there is no call to abandon. A significant portion of customers are not even making the call, choosing no resolution over calling.

Understanding how your customers are searching for resolution is a big step to understanding where the gaps in your self-service offerings are. Of course, data tells a story, and your customers are telling you where they need help. For instance, when was the last time you looked at what your customers are searching for on your site and compared that to the actual answers that the query returns?

Here are some other ways to align self-service with customer intent:

Analyze Google Search Trends: Optimize your self-service content to address these popular queries and ensure that your knowledge base and FAQs are aligned with search trends.

Monitor Website Queries and Analytics: Update or create content on high-traffic pages to ensure they provide comprehensive self-service options. Improve navigation and search functionality to help customers find information quickly.

Evaluate Chatbot Performance: Refine chatbot scripts and improve the AI algorithms to better handle frequent issues. Ensure that chatbots are seamlessly integrated with live agent support for complex queries.

Conduct Customer Surveys and Feedback: Analyze the feedback to identify gaps in your self-service offerings. Use insights to enhance existing content and develop new resources that address customer pain points.

Perform Usability Testing: Make necessary adjustments to improve the user interface and overall user experience. Ensure that self-service tools are intuitive and accessible.

Review Contact Center Metrics: Use these insights to identify common issues that customers are unable to resolve through self-service. Enhance your knowledge base and self-service tools to address these gaps.

Analyze Customer Journey Maps: Ensure that self-service options are available and effective at each critical touchpoint. Continuously refine the journey based on customer feedback and behavior.

Leverage Social Media Listening: Address frequently mentioned problems by updating your self-service content. Engage with customers directly on social media to guide them to the right self-service resources.

First Contact Resolution Still Matters

First contact resolution has been a cornerstone in contact centers since their inception. It is no secret that the higher the number of contacts, the lower the CSAT score. Diving deeper into Gartner’s study emphasizes just how significant it is to customer satisfaction.

• Gen Z: 39% would give up if they can’t find an answer online, 24% if they have to wait on hold too long, 6% if they can’t get an answer from the first person they reach, and 31% after contacting multiple people.
• Millennials: 38% would give up if they can’t find an answer online, 26% if they have to wait on hold too long, 6% if they can’t get an answer from the first person they reach, and 30% after contacting multiple people.
• Gen X: 28% would give up if they can’t find an answer online, 28% if they have to wait on hold too long, 5% if they can’t get an answer from the first person they reach, and 39% after contacting multiple people.
• Baby Boomers: 11% would give up if they can’t find an answer online, 28% if they have to wait on hold too long, 6% if they can’t get an answer from the first person they reach, and 55% after contacting multiple people.

Generational differences significantly influence customer service preferences; however, the data is clear, not having sufficient self-service options is costing contact centers customers, time and revenue.

Self-Service Solutions in the Contact Center

We have been consistent in our approach that in order to meet customer expectations in today’s contact center, the right combination of self-service, automation and AI is a must. It is not an ‘either-or’ scenario.

With the growth of AI in the contact center seeming almost exponential, conducting a regular evaluation of your current solutions is necessary because of the advancements. Some quick hit solutions to explore:?

Automation in contact centers can significantly enhance self-service capabilities. Automated systems can handle routine inquiries and transactions, freeing up human agents to focus on more complex issues. Automated responses can be integrated into various channels, such as IVR systems, emails, and social media, providing customers with immediate answers without human intervention.

Chatbots can be AI-powered tools that can handle a wide range of customer inquiries, from simple FAQs to more complex issues, by guiding customers through troubleshooting steps. Chatbots can be deployed on websites, mobile apps, and social media platforms, ensuring that customers have access to assistance whenever and wherever they need it.

A well-maintained knowledge base is an essential self-service tool. It allows customers to search for solutions to common problems without contacting an agent. Knowledge bases should be comprehensive, regularly updated, and easy to navigate, ensuring that customers can quickly find the information they need.

IVR systems have evolved significantly, allowing customers to interact with automated menus using their voice or keypad. Modern IVR systems can route calls more efficiently, provide self-service options, and even handle transactions without human intervention. Integrating IVR with AI can further enhance its capabilities, providing more accurate and contextually relevant responses.

How InflowCX Can Help Revolutionize Your Self-Service Experience

While stats and data are imperative to formulating a strategy for your business, each business is different in its customer base, demographics, and objectives. That is why we always take a ‘you first’ approach here at InflowCX.

We take the time to understand there is no ‘one size fits all’ solution, for self-service or anything in the contact center. Reach out to our team today, so we can help you formulate a strategy that doesn’t just meet customer’s expectations, but one that exceeds them.