1. Customers only use web self service as a last resort if they can’t find your phone number.
Actually, customers don’t want to call you. Behavior has shifted so that more people prefer to use self-service than calling an 800 number for support. According to Forrester Research, self-service usage has increased from 67% in 2012 to 76% in 2014, while phone usage remains flat at 73%.
2. Customers only use self-service while at their desktop.
Customers now spend more time shopping and using the internet on mobile devices than at their desktop. There is no quicker way to lose a sale, or an established customer, than to have a non-existent or poorly implemented mobile self-service experience.
An organization’s self-service strategy must start with the mobile experience rather than bolting it on as an afterthought. A mobile self-service portal should contain the same content available from a desktop, but be optimized for hand-held devices. For example, images and videos should automatically re-size to fit smaller screens and long lists of articles should be shortened by default with the ability for the customer to expand. Read More