There has been a lot of changes to the call center and customer experience landscape in 2018 – between trends such as cloud communications and virtual agents, to strategic social media campaigns and artificial intelligence integrated into customer interactions – we believe it’s time to identify which trend promise to drive both customer experience and call center ROI for the rest of the year and forward.
Humans are inclined by nature to travel by the path of least resistance, whether we check any traffic app before leaving the house to prevent traffic, or the reason we buy freshly brewed coffee at our favorite coffee shop instead of making our coffee at home. One thing remains true, we want fast and simple customer experience in our everyday life. In order words, we want customer effort to be as low as possible, which brings us to one of the most significant trends of the year, the Self-service and Ticket Deflection era.
Defining the Trend: The Self-Service Strategy
Increasingly, customers want to solve issues on their own. This is widely reflected by the infinite amount of DIY videos and tutorials. There is a significant growing opportunity to help customers help themselves. It starts with a comprehensive self-service support strategy. A self-service strategy can help deflect potential support tickets, lightening the load on call centers so that agents can focus on more pressing matters.
Examples of good self-service strategies include in-product contextual help, PDF manuals, video tutorials, chat support, well-structure, easy to navigate knowledge base and –of course— call back solutions when hold times are too long. Again, with a strong self-service ticket deflection, a tangible data point can help demonstrate a call center’s ROI to the company. Also, quick access to self-serve solutions provides an emotional benefit to customers and reduces overall call times.
So far, in 2018, we’ve seen a greater emphasis on the self-service trend to problem-solve any issues directly on the business websites. Giving customers information quickly helps reduce call volumes, and easy-to-navigate FAQs help narrow down calls to those with sufficiently complex issues. Maintaining a competitive edge in a call center is very much tied to the customer, and their preferences are an ever-changing matter.
Overall, one thing remains true about good customer experience metrics: the less time customers must spend searching or waiting for information they need, the better the metrics for CES (Customer Effort Score) and CSTA (Customer Satisfaction) will be. So, don’t forget to deliver this kind of services on a consistent basis, and watch your customer experiences metrics take off.