Why web self-service is the best strategy for modern customer support

Web self-service is a crucial part of providing high customer support satisfaction, and is incredibly cost effective. Currently though, businesses are getting self-service wrong. According to a tracking study conducted by the Service & Support Professionals Association (SSPA), successful website visits by customers fell from 48% in 2003 to 40% in 2007.

Orange Diagnostic ToolThe secret lies in leveraging technology and innovations to create enhanced best practice in the customer support chain. The key driver for this would be greater user adoption and a positive experience with your business. With increased competition in the marketplace, enterprises are finding that the most successful companies provide a plethora of support options that go above and beyond consumer expectations.

Users are available on endless array of devices, and they expect their support experience to follow them across those devices. Moreover, they need simple to follow steps and easy diagnosis of device issues. SBE has substantial experience in this area, which you can find in the customer-facing diagnostic tools we developed for both T-Mobile UK and Orange UK.

However, being on multiple devices is not the full self-serve solution to the returns avoidance and NFF conundrum. Customers like to resolve their issues in an assortment of locations, such as call centres or even in-store. SBE is making great strides into making sure our key toolsets can be used in these key locations. We are already running several important in-store and call-centre initiatives for our major partners, and the feedback has been stunning.

Customers look to their service providers or device manufacturers for help, and when they can’t provide adequate assistance there is a vacuum of discontent for the customer. This could lead to them changing service providers or device manufacturers in the future. Providing a simple self-service tool will go a long way in demonstrating to your customers that your business does care and does want to make a difference.

An important part of self-service is how it interlinks with other parts of your business. There’s no point in developing a remarkable self-service tool and then not using the data that it creates to improve your service offerings. Our reporting strategies allow us to track user interaction throughout self-service offerings, and that can have considerable benefits for your business. Users expect their data to remain persistent across the support chain through seamless escalation and whilst this can be tricky to implement, it creates a slick operation process.

Another benefit of integration is that you can incorporate diagnostics, repair booking, tracking tools and even recycling portals into one entire support process that is consistently linked together for an optimal customer journey. SBE offers all this and more. We can mix and match services and solutions to create a perfect offering to match your specific requirements.

The value of self-service is plain to see. Your business can greatly benefit from delivering the support options your customers deserve. End-user experience is the most important thing, and whilst some businesses may have lost sight of that through these troubling economic times there is an enticing niche attraction for enabling enhanced customer support.

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