Save Your Contact Center from Basic Account Issues

Save Your Contact Center from Basic Account Issues

As digital adoption continues to accelerate, so are your customers’ expectations. 55% of consumers have higher expectations for customer service than they did a year ago. Companies say they want to “exceed customer expectations”, but what does that look like in action? How can you deliver against these expectations? What tools can you use to predict and solve your customers’ issues before they reach out? How can you ensure you create long-lasting customer loyalty? It all starts with the basics.

Issues with opening and maintaining accounts are among the top 5 most common reasons for digital struggle we see across industries. Even your most digital savvy customers can be left feeling frustrated while facing problems creating and maintaining their accounts. More than half of consumers are struggling with avoidable service issues like basic account questions.

These struggles can lead your customers to abandoning the process altogether or switching to a competitor. If they do decide to continue to do business with you, chances are they will reach out to your support team with basic questions that can be better solved with contextual guidance and self-service.

Let’s face it—your customers don’t want to have to reach out for help on your website or mobile site. According to HubSpot, 90% of customers rate an “immediate” response as important or very important when they have a customer service question, and 60% of customers define “immediate” as 10 minutes or less. Those standards are impossible to meet if you have a large volume of customers reaching out to your support team with issues accomplishing basic tasks on your website.

It’s time to smooth out any friction your customers may be facing in their account creation and maintenance journey. Here are some ideas on how you can encourage self-service and offer guidance for basic account questions, so you can free your support agents for high-touch matters that truly require human intervention. Note: You won’t see any reference to account log in issues. This particular customer struggle point is so prevalent, we’ve covered it in  its own blog post.

For Banking

The most common account opening questions customers have for banks:

  1. What information do I need to open a joint account?
  2. How do I pick the right account for me?
  3. How do I set up direct deposit?
  4. How do I update my personal information?
  5. How do I view my account statements online?

Here’s how you can guide your customers with proactive answers to these questions on the product selection, sign-up and account pages of your website:

  1. When someone clicks on “joint account”, add a guidance prompts that explains the requirements.
  2. Proactively offer an account guide that walks customers through the differences between each account.
  3. Offer a direct deposit setup video when new customers log in for the first time.
  4. Intercept all chats that ask about how to update personal information with a link to a help page that explains how to do this.
  5. Offer an account overview guide or video to first-time visitors on the account summary page.

For Insurance

The most common account questions customers have for insurers:

  1. What are the coverage options and pricing for different policies?
  2. How do I make a change to my existing policy?
  3. How do I access my insurance ID cards?
  4. How do I update my personal information?
  5. How do I view my bills?

Here’s how you can guide your customers with proactive answers to these questions on the product selection, sign-up and account pages of your website:

  1. Provide a link to a complete coverage list when a customer selects coverage level.
  2. Provide proactive guidance to the top three account-servicing FAQs on your website.
  3. Proactively provide a link to ID cards every time customers log in.
  4. Intercept all chats that ask about how to update personal information with a link to a help page that explains how to do this.
  5. Offer an account overview guide or video to first-time visitors on the billing summary page.

For Retail

The most common account questions customers have for retailers:

  1. How do I create an account?
  2. What are the benefits of creating an account?
  3. Can I check out without creating an account?
  4. Will I be able to track and manage my order without creating an account?
  5. How do I update my personal information?

Here’s how you can guide your customers with proactive answers to these questions on the checkout, sign-up and account pages of your website:

  1. Make it clear to your customers how to set up an account if they don’t have one.
  2. Provide explanation of the benefits of having an account when you prompt account creation.
  3. Guide your customers to more information about whether they will need an account at checkout.
  4. Provide information on how they can track and manage their order.
  5. Intercept all chats that ask about how to update personal information with a link to a help page that explains how to do this.