Reducing unnecessary customer contact, or failure demand, is the number one objective for most contact centres. Unnecessary contact is expensive and leads to frustration and ultimately customer dissatisfaction and churn.
Understanding what customers are contacting you about, why they have had to make contact and what they have done prior to making contact are all key to improving self service
Tracxion can provide you with the answers to these questions via our complete journey management solution that can incorporate data from any informaton source: marketing communications, website and app activity, social media listening as well as the normal contact channels
Providing customers with the ability to self serve is the start, making them aware of it and then making them believe that they can do it are the next steps but equally important from a behavioural change perspective.
Journey orchestration, pushing options to them when you’ve identified that they’re on a common ‘customer contact’ journey or routing calls to automation that supports self services both provide self service awareness and drive up the percentage of avoided contact.
Finally making agents aware of a customer journey on contact arrival allows them to introduce customers to other ways of solving issues, again avoiding unnecessary future contact.
In an ideal world, all customers would be able to resolve their issues without contact.
Delivering effective self service isn’t an instant fix but a journey of understanding issues and customer behaviour and putting processes in place to change customers’ journeys.
Ultimately though, the payback is significant.