Companies are constantly looking for new ways to improve the customer experience and enhance their customer service. Improved self-serve resources can help achieve this, but how?
Consider the increasing influence of digitalisation in customer support: self-service is an area of particular interest for many businesses and industry experts.
According to research, around 6 out of every 10 customers who speak to an agent will have already been online to try and self-serve. The fact that they have tried to resolve the issue themselves and still end up calling to speak to an agent is a clear indicator that they aren’t getting the help they need.
But why is this the case? A significant amount of the self-serve resources that businesses make accessible on their websites aren’t user friendly and don’t provide required solutions. This could be for a number of reasons:
- The self-serve content might not offer information on topics that are of interest to customers
- The layout could make the self-serve instructions or steps difficult to follow
- The self-serve resources might use terminology that customers aren’t familiar with
Improved self-serve resources that are more effective, appealing, and engaging can streamline the customer experience. Not only can improved self-serve resources filter out calls and prevent them from ever reaching the contact centre, they can also help new agents to get up to speed quickly through how-to guides and provide a consistent level of service.
How to make improved self-serve resources?
- Provide clear nontechnical guides
- Combine text and graphics
- Avoid exclusive use of video guides
When it comes to self-service, companies should focus on what customers need. So, if a customer has little technical know-how, the content needs to guide them through the steps to be followed in a way they understand.
Technical steps may need to be provided by a technician who has a comprehensive understanding of the process. However, technicians tend to use jargon that users may not be familiar with. An author that is familiar with the customer journey and can view the information through the eyes of the user should, therefore, review technical content and adapt it accordingly.
The improved self-serve resources would always combine text and graphics. It’s important that this isn’t text-heavy, presented in detailed paragraphs or bullet-pointed lists. Instead, it should direct the customer to the solution they need in a step-by-step manner, with graphics or images to accompany each step.
Video content is a somewhat debatable topic. While many see video as a great way to deliver self-serve content such as how-to guidance, this may not necessarily be the case. It can be helpful in showing users how to resolve their issue but, if it is more than a minute or two long, users will quickly lose the thread and need to stop and start it frequently to follow the steps. Clear, plain written steps can be readily referred to at the customer’s own pace.
Improved self-serve resources that are easy-to-follow and user-friendly should always be kept up to date. Software is constantly changing, meaning that if your content isn’t current it can be incredibly confusing for users. This defeats the point of it being there in the first place, and can negatively impact customer experience.
Self-service resources can play a key role in improving the customer experience. However, for these to be effective they must be clear, concise, and produced with the user’s needs in mind.
To find out more about how improved self-serve resources can enhance your customer service model, please get in touch.