Gartner Self Service Customer Service Support [shutterstock: 547263550, FS Stock]
[shutterstock: 547263550, FS Stock]
Customer Relationship Management Press Release

Gartner Identifies Three Self-Service Failure Points

Gartner research shows how customer service and support 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 Gartner. These failure points include external search, site navigation and self-service capabilities⁠.

The 2020 Gartner Loyalty Through Customer Service and Support Survey of over 6,000 customers revealed that only 13 percent of customers found resolution wholly within self-service, the rest interacted with a service rep at some point in their service journey. Gartner analysts said this suggests self-service still has much room for improvement. Eighty-two percent of CSS leaders reported they prioritize optimizing self-service capabilities as the best way to reduce assisted-service contact volume. However, this solution only addresses one problem driving self-service failure.

“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 Connor Seidenschwarz, research principal in the Gartner Customer Service and Support practice.

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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.

Source:
Gartner

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