The Value of Self-Service

Given the option, most people would prefer to solve an issue themselves rather than have to reach out to a customer service representative directly. Across virtually every industry, 81% of customers stated that they tried to independently take care of an issue before seeking out help from a company representative.

Self-service is now the norm both online and in-person, and for a good reason—customers prefer it. In a world where answers are at our fingertips, everyone wants solutions immediately. Therefore, companies in every industry need to adapt and keep up with the ever-changing customer self-service standards. Those who do manage to adapt quickly stand to add additional value to their brand.

What is Customer Self-Service?

Customer self-service refers to the support systems a company puts in place to help customers help themselves without needing a representative. Certain industries and brands are leading the self-service movement, while others are playing catch up. Like it or not, customers are now expecting more self-help options from every business they frequent, especially as self-service option becomes more prevalent in our lives. In fact, a recent study shows that upwards of 88% of people expect an organization to have self-service. The developments in the last several years have been both rapid and exciting.

An Industry-Wide Phenomenon

Perhaps the first thing that comes to mind when thinking of convenience is the hospitality industry. This industry has made plenty of its own improvements to satisfy the self-service craving, with hotels now implementing amenities such as Smart Mirrors, keyless entry, and interactive apps and messaging systems. These days, guests can check-in without speaking with a single hotel staff member or request room service from the comfort of their bed without ever having to pick up the bedside phone. Guests can essentially control every aspect of their stay from start to finish with the touch of a button.

With 66% of adults claiming that the company’s valuation of their time is the most important factor in deciding whether the service is excellent or not, these updates to enhance the customer service experience make perfect sense. When people travel, they’re already used to having many of these new features in their own homes and daily lives. In many ways, they expect their hotel room to reflect their own room at home, and the last thing they want to do is wait around for their expectations to be met.

Dining out is even simpler nowadays, thanks to smart technology that lets you order food at the touch of a button from your table. The days of having to ask for more time to look at the menu or ask for the check are slowly fading away as servers are replaced by tablets, giving customers the ability to place their orders and pay their check at their own convenience.

Similarly, most supermarkets now offer self-checkout machines instead of the usual interaction with a cashier that was once unavoidable. This option is wildly popular among introverts and those who prefer to keep their earbuds in.

Furthermore, Kiosks allow passengers to check-in for their flight, and now customers can deposit checks in their bank account using a smartphone or tablet at home. Virtually every aspect of the traditional business structure has been upgraded or altered in some way to please an ever-demanding customer base. And frankly, there are no signs of anything slowing down anytime soon.

When Things Go Wrong

The world seems to be getting simpler and simpler... but is it actually?

While self-service options can offer the speed, reliability, and convenience customers desire, what seems to be even more important is having someone to turn to when things go wrong. Bad experiences, slow service, and complicated websites have all contributed to customers’ loss of trust in the companies they once loved. In fact, one in three consumers reports that they will stop using a brand after just one bad experience. In the customer service field, there isn’t much room for error. Of course, mistakes will be made at some point, so it’s vital to have a system in place to make things right again with the customer. Otherwise, you can pretty much expect them to walk away for good.

As it turns out, having more self-service options doesn’t mean cutting back on traditional customer service methods. More than 40% of customers end up contacting a call center for help after their own search for an answer fails. This means you’ll still need real humans to answer those phone calls, emails, texts, chats, and social media DMs. When someone is faced with a concern, especially as it relates to self-service problems, it’s at that moment a bot won’t do the trick. At that point, they want an actual person on the other end of the line because they haven’t been able to fix the issue themselves. The bottom line is that self-service is only preferable to more traditional customer service methods if it actually works well.

According to Forbes, 96% of customers say that customer service is vital in choosing whether they stay loyal to a brand. That should be reason enough to ensure your company’s standards are top-notch. Adopting the latest technology shouldn’t be merely for appearances but should actually contribute something meaningful to the customer experience. Efficient self-service systems can increase your company’s standing with your customer base and make them more likely to continue to buy or use your product or service. It also proves to be less expensive for the company, reducing costs by up to $11 per call that customer service representatives receive.

Why Customer Self-Service Matters:

1. Speed

Your employees typically won’t be there to answer a distressed email at three o'clock in the morning, but an online portal or Smart Bot can. Customers want solutions to their problems as quickly as possible, not in five business days. Therefore, by showing customers their concerns are just as urgent to them as they are to you, you’ll quickly begin to retain business. 

2. Personalized customer experiences

When it comes to customer service, every situation is unique and requires different actions and steps according to each person’s specific needs. Having a self-service option allows the customer to bypass the steps they don’t need and continue with the options they want.

3. Efficiency

One human can typically only help one other human at a time. This can create long wait times, especially within smaller or understaffed companies. However, if most customers are helping themselves, it frees up time to devote to those who choose to call in and shortens the line drastically. You’ll be able to serve even more customers in the long run.

4. Profitability

In general, happy customers create a happy, successful business. When people can find the answers they’re searching for with ease and speed, everyone wins. A staggering 84% of companies that work to improve their customer experience end up making higher profits. In other words, you’ll be spending less on customer service resources while simultaneously taking in more revenue, and that’s something to celebrate.

Self-service needs to be carefully planned out and then executed appropriately. Customers have to believe that what they’re receiving from a self-service option is just as good, if not better, than talking to a representative directly. There is much to consider when it comes to self-service, including designing a portal, the ease of using an app, the accessibility of important information, and everything in between. If done correctly, customer self-service can increase consumer satisfaction and ultimately generate more revenue for the company in the process.