Back to basics for self-service

Getting the maximum ROI from online customer self-service is a priority, says John Ziniades, CEO of Consology.

Getting the basics right, coupled with a willingness to invest in the technology, are the first steps to achieving this.

In his five-step programme towards creating a successful online self-service system, Ziniades says many companies start off incorrectly. They design the self-service environment around their own business processes or their own expectations of cost-savings.

"Companies should see benefits such as internal productivity gains and cost-savings, but customers will not adopt self-service unless it is easier, cheaper, faster or richer in functionality than the processes and channels they currently use," he adds.

This type of system, combined with an offering of tangible incentives - such as discounts or lower service fees in exchange for becoming early users of the self-service system - are key in creating customer loyalty to the system.

Successful self-service deployments demand change in the way processes operate and how customers interact with the company, Ziniades explains.

"Neither staff nor customers should be thrown in the deep-end with the launch of customer self-service. There should be some form of support in place to guide customers through the system."

Change management among staff is critical: "Staff must be reassured their jobs are not threatened by self-service. Rather, the goal is to remove the pressure of mundane tasks and interactions so service agents can focus on more value-adding activities."

Ziniades says an attractive interface to the self-service portal is good, but it is the strength of the back-office that will ultimately determine the success of the initiative.

Many companies run into major problems with legacy systems as they roll-out self-service, due to poorly integrated back-office systems and a lack of flexibility in their legacy applications, he adds.

"Back-office systems must be properly integrated; systems architecture cleaned up; and a solid enterprise application integration or middleware layer introduced before getting too far down the customer self-service road."

He says businesses need to create a usable and streamlined interface. "Minimise clutter and ensure customers can complete transactions in a streamlined process, with as few steps as possible needed between signing on and completing the task.

"Guide customers through the processes. Provide a map of the process and highlight where the customer is at each step and how long the process is expected to take."

According to Ziniades, clear fonts and conservative colours enhance readability: "Keep the design of each page consistent and have clear links to help information."

The interface should be attractive, yet simple. "Rich graphic or auditory elements should be avoided so as not to distract the user and so it will download relatively quickly, irrespective of the Internet connection the user is using."

Ziniades stresses the importance of usability. Research has shown that 91% of customers who were inconvenienced by a poorly-designed self-service Web site never used it again, he says.

A solid pilot project is crucial to the success of any self-service portal: "Try to involve some of the people who will actually use the system, as they uncover issues and glitches that escape internal testers and developers. They will also provide valuable input as to whether the system is easy and enjoyable to use."

Companies that want to drive the maximum return on investment from their customer self-service systems must get the basics right, he reiterates.

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