Digital transformation has revolutionized the way people discover new products, share information, and communicate with each other and with the brands they love.
Consumers are also more empowered than ever to solve their own problems whenever possible. Companies like Starbucks, Lyft, and Airbnb that allow self-service within their apps have trained their customer base to seek out the services they want, when they want them.
This shift in consumer behavior has both complicated and lengthened the buying process. That being said, a well-implemented digital self-service strategy can not only help set them apart from competitors but deliver long-term ROI and increase customer satisfaction.
Ultimately, when you invest in self-service solutions like automated agent experiences and modern call center technology, you’re investing in customer experience.
Automation for Customer Experience
Customer experience automation refers to any technology that helps customers complete common tasks to improve their interactions across different touchpoints, which can include quicker response times, streamlined processes, and the incorporation of value-added features.
It’s no secret that delivering an exceptional customer experience is critical to a brand’s success in the long term. In part, this is because today’s buyers crave connected experiences that offer effortless handoffs and interactions, both inbound and outbound. Let the numbers speak for themselves:
- 86% of buyers will pay more for a better CX.
- In 2019, one in every four customer interaction was automated through AI and machine learning. This number is expected to reach 40% by 2023.
- 81% of business leaders claim that intelligent automation enhances the customer experience due to faster response times.
But contrary to popular belief, customer service automation isn’t about replacing people entirely. After all, algorithms are only able to do what they are programmed to do and can’t offer empathy the way a human can.
Instead, the goal of offering an automated agent experience is to enhance your reps’ productivity by automating the tedious tasks that slow them down. With automation, your human agents can spend more time addressing complex inquiries and resolving issues behind the scenes.
Additionally, automation technologies allow you to monitor business processes more closely and collect data so you can fine-tune workflows and continue to improve your CX.
Why Self-Service in CX Matters
The value of customer self-service in the digital age cannot be underestimated. It’s no longer a “nice to have,” but a necessity to deliver a positive customer experience.
With global consumers growing increasingly tech-savvy, self-service allows businesses to offer online support to their customers without requiring any interaction with a customer support agent.
In fact, most people prefer self-service over speaking directly to a representative or using social media and live chat for support. And the majority of customers now expect a company website to feature a self-service application.
The most common types of customer self-service include knowledge bases, FAQs, and online discussion forums. But what’s driving the demand for these resources?
Firstly, these tools allow customers to troubleshoot their own issues and resolve them without having to reach out to your customer service department. Using AI coupled with multimedia content delivery, customers can receive customized, feature-rich information that will help address their concerns and solve their problems.
Moreover, self-service can drastically reduce operating expenses and generate business revenue. Over time, the cost of self-service applications will be much less than using live agents to handle the same number of inquiries.
Ultimately, a self-service portal gives customers the power of choice and convenience, and it helps improve their digital experience with the brand.
Improving by Following CX Trends
The most important CX trends to be aware of in 2021 (and beyond) involve replacing outdated applications with modern software.
Advanced call center technology, for example, is infused with elements like natural language processing, machine learning, and other types of AI. And because they’re often cloud-based, advanced call center technologies give organizations the agility and scalability they need to swiftly adapt to evolving consumer preferences.
These technologies also contain distinct technological capabilities not found in older applications. This functionality can help motivate agents, streamline their operations, and provide customers with channel choice.
Examples of call center technology include:
- Chat Bots – With the ability to deploy across a number of channels, including social media and online chat, bots are an AI-powered technology that expresses information through text-based chat and uses a combination of natural language and buttons to advance the conversation.
- Video chat – Although video conferencing isn’t necessary for all interactions, it can be a great way to create product demos and connect with customers on a more personal level.
- Automated agents – The automated agent experience helps facilitate problem-solving efforts during customer interactions, often using natural language processing to listen and interpret issues.
Final Thoughts
Today‘s customers are not just ready for self-service and automation; it has become their preferred form of support.
Nevertheless, your self-service offerings are only effective if you make them easy to use. To achieve this, your self-service portal needs to be highly organized and optimized for desktop, tablet, and mobile users.
When self-service support is done right, customers can find the information they need right away, reducing the number of inquiries your support team receives and leading to a better customer experience.
To ensure you’re investing in the right areas and are aligned with customer feedback, check out the 6th Annual Alvaria Consumer Index report.
About Author:
Ryan Walsh. As a Product Marketing Specialist, Ryan is responsible for communicating the capabilities and benefits of Workforce Engagement Management tools and their everyday applications to Contact Centers. He is passionate about helping customers understand how to better allocate their agents and resources to optimize the holistic health and performance of Contact Centers small and large. Prior to joining Alvaria, Ryan worked as a Multimedia Technician at the University of Illinois, where he earned a Bachelor of Science degree in Advertising. He also has experience working in Production and Global Account Management for Energy BBDO, a large advertising agency in Chicago.
