Increasing Self-Service AdoptionPresented by: Tomer Hason, Director of Technology and Operations, WalkMe TM
Customer Desire Self-Service“83 percent of consumers said they would follow proactivenotification instructions, rather than call the contact center.”amdocs
Self-Service Market is Growing Because it MakesFinancial Sense“Fuelled by customer demand, organizations are escalating theirweb self-service deployments as they see the cost saving andproductivity benefits.” GARTNER“Self-service strategies not only help to increase NPS but cansubstantially reduce call-center traffic, deflecting more than 40percent of calls to lower-cost alternatives.” amdocs
Why is Self-Service Good for Your Business? Improves customer experience Reduces incoming support requests Fights customer attrition Dramatically reduces help-desk costs: • Incoming support requests • Inbound calls • First contact resolution • Cost of training
Self-Service can be Forced• Limit option for manual support• Employ less call center staff• Direct callers to tutorials• “Lets make the phone number impossible to find“• They will find it, eventually, and vent their frustrations on the helpless agent. If there is no other choice customers will use self-service, but that doesn’t mean they will like it, let alone love it.
Make Sure Data is Available and Accessible• Post all the information online• Improve the search functionality• Promote self-service low-key• Include the URL of the web site Mention it ONLY ONCE on the Automatic Call Distributor• Ask agents to pleasantly promote the online knowledge base: "I found an answer for you. Its document 1234. Heres the link to it…”
Blend Self Help with Assisted Help • Make your customers trust self-service • Seamless escalation to an agent • Create Support Communities Tip: This should be used carefully as it can cause frustration in high ticket items. • Entice customers to help each other.
Incentives to Customers – Do it Carefully • Pass to customers the cost benefit of self-service • Credit the customers who use the high value self service tasks • Have lucky draw/sweepstakes instead of trying to give incentives in pennies • Create an incentive plan for customers participating in constructive discussions and support communities
Monitor and Measure Self-Service• Put someone in charge• Track: • Number of self service sessions • Success rate for assisted support • Regularly audit customers requests to assisted support
Avoid “Too-Much” Self-Service • Self-service is not a replacement for good customer service • There is a point where customers grow weary of self-service • Taking self-service too far will run the short-term risk of customer frustration and the long-term risk of customer defections. “Don’t leave customers feeling like they are doing your job. Don’t give them the impression that speaking with a live person is a last resort option. ”
Create Self-Service Adoption Plan • Implement a “test and learn” environment. • Balance the realities of resources to improve self service with the ability to carry out changes and then learn from those changes. • Find out the top requirements of your customers and devise a self-service solution that suits their needs and desires Carefully choose efficient, self- service productivity tools
How WalkMe Increases Self-service Adoption?• WalkMe™ enables companies to simplify the customers’ online experience and eliminate user confusion.• Similar in concept to GPS, but instead of giving driving directions, WalkMe™ guides users to self-task successfully through even the most complex processes.• Through a series of interactive tip-balloons overlaid on the screen, tasks are broken down into short, step-by-step, guided instructions, which help customers progress during their online experience.• This is an easy alternative to the frustration of following video tutorials or digging through tedious Q&A pages And that encourages the user’s will to Self-task
Market Outlook for Self-Service “By 2015, the marketing budget allocated to retaining customers and increasing loyalty through customer service will more than double.” • Radical levels of customer service, which account for an average of 75 percent all customer interactions, threaten to undermine the customers affinity for brands in 2012. Gartner
Self-Service is Here to Stay• Over 80 % prefer good self service than calling the contact center, ….and this number is growing ….• You don’t have to FORCE Self-service!• Make sure data is available and accessible• Carefully choose efficient, self-service productivity tools• Seamlessly blend self-help with assisted help• Monitor, measure and adjust
Thank You Tomer HasonDirector of Technology and Operations WalkMe.com
About WalkMeFounded in 2011, WalkMe launched its “WalkMe Web Guidance” system in November2011, and since then reached hundreds of paying customers. WalkMe has offices in SanFrancisco and Tel-Aviv. WalkMe has raised about $7M in several rounds of financing,the latest round of $5.5M closed in October 2012, with the participation of three VCs:Gemini Israel Ventures, Giza VC and Mangrove Capital Partners.