Close

Choose a country

United KingdomEnglish
South AfricaEnglish
IndiaEnglish
InternationalEnglish

How Can You Measure Self-Serving Customers?

Blog
13th May 2016

In my last blog I talked about how customers are actively choosing to help themselves before calling a customer service channel for help. It’s a natural change in the way people look for help and smart companies are ensuring that when customers attempt to look for support information on products they actually find what they are looking for.

But how does this change the existing support channels?

To start with, it is likely that more trivial questions are being answered via self-service more often. This should allow the contact centre team to assume that customers coming through to them have more detailed questions and that the customer has usually tried to resolve the problem first.

This is an important point to remember, as the customer may in fact be frustrated that they could not find the information the needed. The customer needs to be treated with even more respect than usual as the typical ‘have you tried resetting it’ type of question might offend them – especially if they have just spent an hour scouring the Internet for advice only to end up calling your helpline.

More complex enquiries becoming more common is great news for contact centre teams as it means they get more interesting problems to deal with. However, this will usually mean that advisors need to spend more time with customers. This can affect how you traditionally measure the performance of the contact centre so it is likely that as more customers engage in self-service you will need to review your metrics.

In addition to advisor interactions taking longer there is also the opportunity to spend time helping the customer know how better to search for help in future, especially if a customer has only called because of a fruitless hour searching for help online. Helping customers to help themselves better can defuse a tense situation with a frustrated customer on a call and ensure that they don’t need to call in future.

This can exacerbate the issue of metrics though.

If advisors are spending time helping customers to help themselves in future and working through more difficult problems because self-service is filtering out many of the more routine calls, then your Average Call Duration will be through the roof.

Instead of worrying about the impact on existing metrics design new ones for this new environment. Focus on metrics that reward contact centres and advisors for adding value and helping customers help themselves. The old metrics might have worked when customers called for help as a first port of call, but now customers are calling only when they can’t resolve a problem. It’s time to start changing how you measure the activity of your customer experience advisors.


Helen Murray
Article by: Helen Murray

News & Insights

Solution Designer
Service Provider
Technology Enabler
News
Webhelp Sponsors prestigious HR Award

The 13th Hr NETWORK National Awards took place at the Glasgow Hilton, in Scotland last night. The Awards ceremony, regarded as ‘the’ event in the HR calendar, attracts over 800 HR and people professionals every year. The hugely anticipated annual gala dinner recognises, acknowledges and rewards champions of the Scottish HR profession and Webhelp is proud to continue to sponsor the...

Read 212CAAF2-CC0E-4D90-9134-028C45BDF837 Created with sketchtool.
News
Gobeyond Partners, part of the Webhelp Group, host The Future of Service 2019

GoBeyond Partners, part of the Webhelp Group, will hold the highly regarded Future of Service Conference, at No.11 Cavendish Square, in London on the 21st of November. This is an annual event for Gobeyond, and in 2019 the focus will be on how delivering a more ‘human’ experience can...

Read 212CAAF2-CC0E-4D90-9134-028C45BDF837 Created with sketchtool.
Blog
Protected:

AI needs EI" Paris, 7th of November. Paris Dear guests, We are happy to share the presentations of our event, please find them here: Breakout session: Webhelp - KPN Breakout session: Webhelp - Direct Assurance Breakout session: Webhelp - Shop direct Keynote Mc Kinsey: Webhelp -...

Read 212CAAF2-CC0E-4D90-9134-028C45BDF837 Created with sketchtool.
Whitepaper
Generation: Cohort views on CX and the workplace

The Webhelp Disruptor Series Part 2: Generation: Cohort views on CX and the workplace This paper reveals the results of our exclusive YouGov study on age-influenced attitudes to multi-generational working and customer experience, as well as gathering informed viewpoints from sector leaders,...

Read 212CAAF2-CC0E-4D90-9134-028C45BDF837 Created with sketchtool.
Case Studies
[Fashion] Fifty Jeans – Launch your brand without cashflow problems!

...

Read 212CAAF2-CC0E-4D90-9134-028C45BDF837 Created with sketchtool.
×

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