Research Shows How Customer Service and Support Leaders Can Improve Self-Service Containment and Reduce High-Effort Customer Experiences.
Despite increased investments in a range of digital self-service capabilities, customer service and support (CSS) leaders continue to struggle with three failure points? with self-service containment, according to
'These three failure points are all part of a typical customer search journey in the digital age,' said
Figure 1: The Three Failure Points Responsible for Self-Service Failure
Source: Gartner (
The 2020
'While CSS leaders should address these three failure points as a whole, every organization should conduct a thorough assessment of its performance in each area to determine which needs the most focus,' said
To do this, Gartner recommends that CSS leaders take the following steps:
Reevaluate self-service strategy by assessing the potential impact of external search and site navigation, not just self-service capabilities, on self-service containment.
Reduce assisted-service contact volume by using search engine optimization to remove or limit access to assisted-service channels in external searches and create a clear pathway to organization-owned customer service pages.
Simplify the digital customer journey on the organization's website by directing customers to relevant self-service capabilities and limiting, or reorganizing, access to assisted-service channels.
Reallocate digital self-service investments toward improvements that facilitate external search and site navigation, guide customers to relevant self-service content and, where appropriate, route them to assisted service.
Gartner Customer Service and Support Leaders clients can learn more in the report 'Improving Self-Service Containment From Search to Resolution'.
About Gartner for Customer Service & Support Leaders
The customer service and support function is vital to maintaining customer loyalty and influencing brand perceptions. Gartner for Customer Service & Support Leaders provides indispensable insights, advice and tools needed to achieve service and support leaders' mission-critical priorities, specifically improving the customer experience while managing costs. Gartner's research, advice and best practices equip customer service and support leaders to design an optimal service channel strategy; measure and reduce customer effort; and hire, develop and retain high-potential frontline talent.
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