Close

Choose a country

United KingdomEnglish
South AfricaEnglish
IndiaEnglish
InternationalEnglish

Customers Are Demanding Great Self-Service Support

Blog
11th May 2016

What’s the first thing you do when you have a problem with almost any product?

These days most of us turn first to Google for help. It could be getting your new food mixer to work, changing the settings on your iPhone, or understanding what a flashing light on your car dashboard really means.

Google, or your preferred search engine, is full of information on everything imaginable and smart companies have realised that many customers are happy to help themselves when they have a problem. If a customer naturally turns to Google and asks a question before they go to a customer service channel then there are two possible outcomes to the situation, they find an answer and resolve the issue or they get frustrated searching for help and contact the customer service team already annoyed with the product.

This is quite a significant change in customer behaviour because there was an assumption in the past that if a customer needed help they would turn to the product manufacturer or retailer – where they bought the product – for help. Now there is a natural shift to self-service support driven by the customers themselves as a preference.

There are two important aspects of this for customer experience managers to think about:

1. How can the customer service be improved at the point the customer contacts a customer experience advisor, with the assumption now being that this customer has already tried to resolve the problem, and failed?

2. How can the company ensure that a customer searching for information on their products on generic search engines will find useful information?

The first point is all about ensuring that the advisor can be flexible in their starting point when helping a customer. In addition to taking the approach that the customer has probably searched for information they can also offer guidance on how to more easily find information in future.

The second issue is like an update of the old FAQ. Companies used to post an enormous list of Frequently Asked Questions online and hope that customers would trawl the data searching for an answer, but most customers don’t want to go to a corporate website and search inside an FAQ document. They will just ask Google the question and see what comes out.

Many companies have seen that this can be a useful deflection device. Every time Dell produces a new computer they create videos featuring common problems and post them on YouTube so customers searching for help can find them very easily. Similarly, Vodafone posts online videos featuring phone tips and tricks and how to solve common problems.

This approach clearly works. Just one look at the viewer statistics for companies producing online content like this shows that many videos have thousands of views – that’s potentially thousands of customers deflected away from needing to contact the customer service team.

But more importantly, the customer chose to go to Google before they called a customer service channel. If they found the right advice immediately then that’s a great customer experience even if they never interacted directly with your customer service team.


Leave a Reply

Your email address will not be published.Required fields are marked *


Helen Murray
Article by: Helen Murray

News & Insights

Recommended for you
Solution Designer
Service Provider
Technology Enabler
Blog
Reflections on partnership models

I’m really looking forward to participating in the CCA Keynote Debate later today. I’ll be joining peers from across the industry to debate the importance of partnerships in business process outsourcing (BPO) – specifically focused on Customer Experience. As I’ve been preparing for the debate, I’ve been reflecting on the views of various management gurus that I’ve come across during...

News
Webhelp’s market expansion strategies in the contact centre outsourcing market earn it accolades from Frost & Sullivan

Webhelp's keen focus on agile customer experience (CX) solutions has helped it grow across Europe in an intensely competitive market Based on Webhelp’s successful growth strategy across Europe, Frost & Sullivan has recognised the company with the 2018 European Market Leadership Award in...

News
Gobeyond merges with OEE consulting creating a customer experience leader

Webhelp, Europe’s BPO industry leader, accelerates differentiation with new consulting investment KKR backed Webhelp today announces the acquisition of OEE Consulting and its merger with gobeyond to create an industry leading customer experience (CX) transformation services business with...

Whitepaper
B2B Marketplaces are blossoming

Following our publication last year of " The Spring of B2B Marketplaces ": it is time to look back and to answer these questions: has there been some movement in the market? Have B2B players evolved in their marketplace business models? Is launching a new market observatory worthwhile? The answers...

Case Studies
Webhelp People Analytics

...

×

Webhelp Cookies Preference Centre

Strictly Necessary Cookies
The website requires the use of cookies for essential functional requirements and these are outlined in the cookies policy.

Enhanced Functional Cookies
Some features of this website use services provided by third parties websites. These features use cookies to implement their services on this website and may collect data about your visit to help them optimize their functionality. The Webhelp cookies policy outlines the cookies used by these services.

We have links to social networking such as Twitter, Facebook and LinkedIn.
These websites are third party sites. We do not place cookies on their behalf, and do not have control over the way they collect or use your data.
We encourage you to read more about their policies:
Twitter
LinkedIn
Facebook