Three Ways Self-Service Portals Have Failed Customers
With the rise of a new generation of more tech-savvy, independent-minded consumers, companies are seeing the value of self-service. Reduced agent overheads and increased customer satisfaction are a win-win.
But when the self-service process fails, your customers may reach out through other channels or abandon their journey altogether. There’s not much point to having a self-service portal if it’s not going to solve customer struggles.
In order to continuously adapt to customer needs and remain useful, your self-service portal needs to be flexible and agile. Web technology has moved at a breakneck pace, and many self-service applications have failed to keep up. Here are three of the biggest underlying issues in delivering effective self-service.
1. Portals are poorly optimized across devices
According to a Google/Ipsos survey, six in ten internet users start shopping on one device but continue or finish their purchase on another device.
Several years after the widespread adoption of responsive web design, most big brands have done a good job of retooling their websites to function smoothly across desktop, tablet, and mobile devices.
However, self-service applications have failed to keep up. Either they display poorly across devices, desktop and mobile portals are separated, or the portal is not even available on mobile. This not only drives valuable customers to more expensive channels, but also harms brand reputation.
2. Reporting doesn’t reveal actionable insights
Your ability to improve self-service outcomes is only as good as your data quality. Legacy software reporting required cumbersome manual processing that was time-intensive and error-prone. Now, reporting is not as piecemeal, but it doesn’t always deliver helpful data.
You need to quickly see what articles are resolving customer struggles and which are going unsolved by self-service. You also need to see what customers think, through ratings or direct feedback, to fill in gaps and improve your content.
3. Portals are too difficult to update and maintain
The third problem affecting many self-service applications is that they are deployed and frozen in time. When a new issue crops up or reporting reveals an opportunity to improve the knowledgebase, you want to be able to act as quickly as possible.
Updating or adding articles in a highly technical backend system can require expensive IT resources, and every day those resources are unavailable, customer satisfaction takes a hit. Make sure your self-service application allows non-technical business users to easily edit, test, and update the knowledge base.
The Moxie solution
Moxie Concierge lets business users configure a self-service portal that is optimized for mobile, tablet, and desktop devices. The portal responsively shrinks images, breaks up long text into a more concise form, and optimizes page load time for lower-resolution devices.
Robust reporting tools are built into Moxie Concierge, identifying gaps in content and room for improvement. Each search is assigned a “struggle score” based on how many articles a user viewed, allowing you to better optimize searches to point to the most useful articles.
Finally, Moxie’s self-service portal builder offers a simple point-and-click configuration for non-technical users, and more detailed configuration for web designers. Article elements, called widgets, can be dragged and dropped on the screen and rearranged easily. With a built-in test environment, changes can be implemented, reviewed, and published with the press of a button.
Discover more about how Moxie Concierge works synergistically to deliver the best self-service experience possible for business users and customers alike.