It’s the age of customer empowerment. Right from researching about buying a home to ordering takeaways, customers know what they are looking for. Companies need to share relevant information to empower their clients to solve their own problems quickly and more efficiently. Self-service helps in a lot of ways.

Self-service helps customers gain control of their experience. In recent times, in a bid to empower customers, airlines and airports have introduced several ways to check-in.  Apart from mobile phone and online check-in services, passengers can also check in through airline kiosks. These kiosks are self-service devices that make it possible for flyers to check-in any time on the day of departure. This helps in cutting down on wait time due to long queues that increase customer frustration.

One of the biggest reasons for churn is frustration that customers face when they have to deal with inefficient staff to solve a problem. Sometimes, the staff is not equipped with the right knowledge. And other times, there are long wait times listening to monotonous music because there isn’t enough support staff. Providing an opportunity for self-service will ensure customers reach resolutions faster.


Self- Service provides a hyper-personalization opportunity.

The chances of the customers catering to their own needs are very high. When an account is created with all the details including payment methods, the customer can just log in and get his work done. He can thus skip all the lengthy verification process that usually greets him when he contacts a customer service center. This way, the chance of human error is significantly reduced. Chances of names being misspelled or address being wrong are all decreased to a very large extent.

Using online channels, brands can also generate instant customer feedback. In the offline mode, companies send a feedback form to the client and expect him to fill it. The customer service feedback can be a quick online survey. At the end of each survey, the system can quickly analyze the customer’s ease of use and whether he would recommend the brand to others. Self-service customers are far more likely to fill this out than customers who depend on contact centers.


Self-service on online forums and communities

Brands that have their own online communities encourage users to help each other by posting a general query and inviting peers to answer them. Monitoring these sites is very important as they can hint at a customer’s frustration. A good NLP (Natural Language Processing) tool, powered by machine learning will help with customer feedback analysis.  A good user design as well as dynamic content, will engage customers and encourage further interactions.


Staying with the times

In this digital era, customers have a host of options to choose from. But, ensuring that your brand stays up-to-date with trends and caters to the needs of customers is key to staying competitive. A good CEM tool based on predictive technology generates reports for harnessing data to understanding customer needs. Empowering customers by making them proactive instead of reactive while they wait to get a response is the way to go. Consumers want to be in charge of the services they use. They want to be personally involved in the decision making and want access to personalized data.  Providing a personalized, quick and safe resolution to customer queries increases brand loyalty. This ensures business growth and improves profits.

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