Companies implement self-service to improve customer loyalty, deflect calls from their call centres, automate and speed up processes and save on paper and postage, says John Ziniades, CEO of Consology.
Despite this, Ziniades says many South African companies have not adopted the technology, due to the complexity and perceived risks associated in implementing it. A further drawback is the possible necessity of changing existing business processes.
Ziniades has identified signs which he says indicate it is time for a company to consider implementing self-service.
* Soaring customer service costs: Ziniades says routine queries and transactions put unnecessary pressure on contact centres, resulting in needlessly high customer support costs. Research shows that telephonic support is up to 15 times more expensive than self-service. Printing and posting of bills and statements is an additional expense. By allowing customers to manage their accounts online, companies have achieved significant cost-savings on customer support, he says.
* Dissatisfaction with existing support channels: In addition to transparency, customers want quick and convenient transacting. "Self-service is an effective way to meet these demands and unlike call centres, it allows for consistency in customer interactions. It is often faster and more pleasant for customers and allows them to access information easier than via channels."
* Increasingly complex products and services: The complexity of the services and products sold is increasing, says Ziniades. This results in customers turning to the call centres and branches to get information in assisting them understand the products they are buying. A good multifunctional self-service solution will assist in communicating complex information to customers in a streamlined and automated fashion. This, says Ziniades, will reduce the pressure on the contact centres.
* High proportion of online customers: The number of Internet users, especially those with broadband connections, is increasing. He says customers prefer spending time transacting online to standing in queues or interacting with call centre agents. According to him, the number of online users required to make online self-service effective is often underestimated. Even companies with a small customer base can still see significant returns.
* Reduce customer churn: A well-implemented self-service solution encourages customer loyalty and provides a channel for the cross-selling and up-selling of products and services, he says. Online self-service portals can be used to alert customers about special offers, allow them to activate new services, and communicate important company news to them.
Many companies are already enjoying strong quantifiable returns on their investments in customer self-service software, he says. "This should be seriously considered by those who have not made the move."
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