If you mention “Yoda” to anyone in the world – regardless of their Star Wars knowledge or fan status – and they’ll likely picture an infinitely wise little old green guy with pointy ears wearing a robe that fights like a ninja, but walks like my grandmother. Well we are not pretending to be Yoda, but we do know a lot about online customer service and awakening the Force that is exceptional customer experiences.
And beyond 2000, in this twenty first century, how wonderfully seamless our world has become. Consider how we take things for granted, that is, until they don’t work. We don’t shout out how amazing our phones are, every time we use it to make a phone call, search the web or pay for something. But when we have no signal, when we frantically point our phones towards the sky like a scene from the Lion King …
The same can be said about online self-service. Self-service might not sound like the most exciting thing in the world, especially when it’s working effortlessly, almost invisibly in the background. When self-service works efficiently, customers get answers to their queries fast, reducing the stress in contact centres, allowing agents to deal with more complex queries.
It’s a proven fact that in our ‘always-on’ world, customers have high expectations from brands with regards to customer service and that they prefer to not have to speak with someone to resolve a query. Self-service is one of the first steps that companies need to get right if they want to provide exceptional customer experiences.
When given the choice of ordering flat packed furniture or the same item already assembled for the same price – having to assemble endless pieces, would not be the top choice for most people – (unless you’re the President of the National Flat Pack Furniture Assemblers Association)
The same principal applies when we are looking for answers online. We scan a page, decide and click. We want the right answers, fast and first time round with the least amount of hassle. That’s what self-service should be. Clean, simple and concise regardless of the technology you use to access it.
But self-service is only part of the customer experience journey. Multiple contact channels require brands to have a clear customer service strategy in place to enable them to deliver on customers’ expectations. It has become clear to us that many companies still struggle to devise a good strategy with so many factors involved, e.g. legacy systems, having channels just for the sake of it, or not really understanding how to optimise channels to work in a non-siloed approach.
Why not download our guide to the galaxy that is 'Multi-channel Online Customer Service for Dummies' or book your complimentary seat to one of our free ‘best practice’ events where you can discover: