Self Service Usability


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Self-service can save organisations a lot of money when customers use more cost effective channels to accomplish routine interactions.

The trick is ensuring that self-service is simple, speedy and satisfying.

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Self Service Usability

  1. 1. Self-service usability Making it easy for people to help themselves Trent Mankelow
  2. 2. Agenda • What is self-service? • Channels Kiosks – Phone – Online – • Self-service strategy • Self-service usability tips • Backlash • Conclusion: the future of self-service
  3. 3. What is self-service? • Automating routine transactions so that citizens can help themselves • Saves an organisation money • Offers the citizen choice and convenience
  4. 4. Welcome to National Discount Brokers! This call may be recorded and monitored for quality assurance. For trading, press 1. For a new account kit, press 2. For quotes, press 3. For customer service, press 4. If you are a netlink soft benefits plan customer, press 5. To hear more about our buy-for-free program, where you can buy your own company stock, commission free, press 6. If you would like to hear a duck quack, press 7. If you know your party's extension, press 8 and dial it. To return to the main menu, press 9. Or stay on the line for the next available customer service representative. Thank you.
  5. 5. Welcome to TransLink. For immediate train, Brisbane transport bus or ferry timetable information, say “quick info”. Otherwise you can say “special events”, “customer feedback” or “go card”. For all other enquiries, say “operator”.
  6. 6. Common e-government services An analysis of 1,687 government web sites in 198 countries in 2007 revealed the following common services: • Visa application • Passport application and renewal • Voter registration • License application and renewal • Job listings and application • Electronic document filing (including filing taxes) • Ordering publications and statistical reports • Complaint forms From
  7. 7. “Thinking about how your company typically interacts with customers, what change (if any) do you expect to see in the volume of interactions over the next two years?” Web Email Phone self-service Kiosks Retail outlets Call centres Base: Survey of 140 North American firms with annual revenues of US$500 million or more Source: March 15, 2005, Forrester Big Idea “The Customer Experience Value Chain”
  8. 8. Self-service strategy • Which transactions should be automated? • What transactions should be offered on what channel? • How are you going to measure? • How are you going to shift citizens?
  9. 9. “How effective have these tactics been in shifting customers to self-service channels?” Improve usability Proactively market benefits of self-service Use email to drive customers to self-service Have phone agents train customers in self-service Offer monetary incentive to use self-service Advertise self-service on phone when callers are on hold Have retail agents train customers on self-service Hide phone contact information of the Web Very effective Somewhat effective Ineffective Didn’t use or don’t know Base: Survey of 140 North American firms with annual revenues of US$500 million or more Source: March 15, 2005, Forrester Big Idea “The Customer Experience Value Chain”
  10. 10. Self-service usability tips • Have a strategy! • Be consistent across channels • Leverage the strengths of each channel • Focus on transactions that already exist • Bite off less than you can chew • Self-service takes service
  11. 11. Backlash avoidance
  12. 12. Backlash avoidance • Accept that not everyone will self-serve • Carefully consider how to incentivise self- service • Balance with conventional service • Create a quality experience
  13. 13. The future of self-service • Expectations will continue to grow • More people will prefer self-service • Serving yourself will become the default? • Self-service not just about efficiency, it’s about satisfaction and insight
  14. 14. The future of self-service
  15. 15. Questions? Trent Mankelow Optimal Usability