How self-service is driving change in contact centers in 2020 and beyond

Self-service is a growing trend driven by both consumer behavior and cost savings. So, what are the effects? The relationship between customer service and customer support will strengthen. We will also see the rise of new, highly specialized contact centers with expertise to handle demanding cases.

Many consumers and business customers today want to solve daily problems and accomplish tasks by themselves – without contacting the business in question. Companies should provide them with the possibility to maintain and even increase customer satisfaction. This can be achieved with automation and good self-service tools.

Self-service tools enables customer service to focus and specialize

In the coming years, customers will handle simple interactions more and more independently using digital channels with either zero or minimal human contact. Though building self-service capabilities requires an upfront investment, it does have the upside of saving time and resources. These resources can then be directed toward handling more complex customer interactions.

Redirecting resources enables businesses to give the customers with more complex problems the attention they need when they need it. Well-arranged self-service doesn’t only benefit the customers – it’s also valuable for the customer service team, who no longer have to use the time to solve repetitive or similar cases. Instead, they have more time to solve more complex problems and focus more intensely on sales as well.

What are the implications for Contact Centers?

As self-service frees customer service to handle more complex cases, the line between customer service and customer support can also fade. Customer service agents can build a deeper understanding of the products and services and in some cases double as support.

An extension to this trend is the rise of extremely specialized contact centers with the ability to handle sales, customer service and customer support in a narrow field such as electric car charging stations.

What should you already be thinking about?

  • Think about where human interaction can provide the most value and specialize there
  • Implement self-service options that benefit customers and enable agents to focus on more demanding interactions
  • Make sure that switching from self-service to talking to a customer care agent easy

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