How to Ensure Your Contact Deflection Strategy Improves Customer Experience
At one time, self-service was about saving money by accepting a worse experience. The whole philosophy of customer self-service was based on a making do with less, paying less and settling for adequacy rather than true satisfaction. It’s time to rethink that mindset! You can ensure self-service is the best experience your customers receive.
The key to deflecting contacts successfully is anticipating your customers’ needs before they have a question or get stuck. Doing so, enables your contact center to focus on the high-value inquiries.
Modern technologies like contextual guidance can help you provide the kind of automated self-service that meets customer needs. Proactively providing relevant advice as it’s needed can eliminate many support requests in the first place. In addition to making it easier for your customers to get information, complete transactions, and manage their lives, it also eases the burden on your call center.
Many leading companies are including guidance in their contact deflection strategies. As the pandemic peaked and financial services customers everywhere started transacting fully online, People’s United Bank experienced an increase in contact center volume. The company needed a way to address pandemic-related questions with real-time guidance without adding agents. With proactive, targeted information, People’s United Bank has seen a noticeable drop in customer inquiries, resulting in a 58% reduction in daily chats and 37% reduction in daily emails.
This CustomerThink Article, How to Deflect Contacts Without Compromising the Customer Experience by goMoxie SVP Tara Sporrer, shares how guiding customers with the right information at the right time in the journey can increase customer satisfaction and sales while reducing contact volume to your contact centers.
“Guidance is a new approach that is not reliant on people and creates a positive customer experience. The principle concept is that, as a business, you know where customers struggle, so be proactive and get ahead of the struggle before any type of contact is necessary,” Sporrer said.
Contextual guidance empowers your customers to effectively self-serve while decreasing the load on your agents.