CXOchat

A3: Co’s really need to be customer-focused. Self-service needs to be intuitive for the customer, not the co. employees.

common mistakes include organizing the info in a way that makes more sense to the co than the cust,, also using jargon

Companies forget to apply #analytics to ensure they are making the right things self service

@Hyken make the workflow interconnected.. I place an order.. get me to tracking the order next in line of the workflow.

A3: Too often companies force you to spend too long trying to find a self-service answer. If I can't find it quickly, give me options!

@ambarmstrong exactly. what types of answers are customers looking for? fill content gaps by tracking search terms, etc.

@ambarmstrong Excellent point!

A3. Complexity! Don't make the customer work for it #CXOchat

@svadlamu That also creates confidence. I know my order was placed or my question was accepted.

Companies these days forget about the people who get frustrated with self-service anything. The option to chat online with a live person or speak to a rep needs to be there always.

@temafrank agreed.... KISS please

How about not having in person help, ie Live Chat, readily by when customers run into obstacles.

@Natasha_D_G x ;-)

@Natasha_D_G Keep It Silly SImple! BANG!

@Hyken LOL!

Companies offer ability to self-serve but do not consistently use the experience as a reason to circle back and touch their customers

As @deepakadvani says: it's all about customer experience with @jellett https://ibm.biz/BdXc... #ibmcommerce #forbescmo

A3: Think as if you're in the customers shoes, what's the end goal, what does the customer want to know/or need to have access to? Anticipate the problems ahead of time and how to best accommodate the customer.

@LindsaySkarda That's true. Especially with an older demographic, who are already nervous about using computers!

A2: Start w/ FAQ’s. Post how-to videos on YouTube. Let customers know they are available.

@Hyken great answer :)

A2. Have easy to locate help/FAQ some customers prefer to be able to find it #CXOchat

Thank you! Flattery gets you a LOT!

I'm sure it depends on the industry. For service organizations, I think a great start is posting proactive info to be transparent and head off unnecessary inquiries.

@Hyken Also, have those tools that pop up suggested answers as you enter your question

@Hyken come up with a cool infographic!!

@temafrank Agree. Make it easy and obvious!

Also important to minimize the customers' data entry. Save their info, prepopulate when possible. Don't make things laborious.

@Hyken But give them an option if those DON'T answer your question. Some miss this!

@Hyken Totally agree with the video idea. THEN, keep them updated! As your product or service changes, keep your media current.

Basic customer feedback on products or experiences that can inform decisions and interactions

connecting customers with a community is a great self service angle for #commerce #digital

@temafrank absolutely!

@ambarmstrong Great point, amazing how the community will help other users #CXOchat

Please give me an option to live chat or ask for help if I get stuck!

Right Amber @ambarmstrong, the community learns from one another, harnessing the "Collective intelligence" of the group.

@PhyliciaProctor Like right now! ;-)

@Natasha_D_G yes! live chat is a must!

@Hyken Love the YouTube tutorial idea. I'd love it IKEA did that for those extra difficult furniture pieces to put together...

@Natasha_D_G I can't agree more. a LIVE 'live chat' is a must!!!

@LindsaySkarda I actually had a great YouTube experience putting together my ping-pong table!

A4: McKinsey & Co says the avg cost of a phone interaction is $6, email & Live Chat is $5. Those $’s add up.

Once it is set up, there are huge staff cost savings to self-service

A4: Reduce time customer spends on the other service channels w/ agent.

it reduces costs by mitigating unnecessary contacts to higher cost channels, also can increase the volume of customers you can help with current resources

Winning self service programs reduce contact center/emp costs #cxm

@Hyken this is no longer the age of Customer reaching out.. We (companies) need to be in Customer's palms & fingers!!! Stickyness..

A4: Can also reduce costs by forcing you to think through common questions & processes

@temafrank that is a great point! forces you to identify common issues and think through not only resolution but prevention

@temafrank great point!

@temafrank Exactly! The easy, most frequent questions should be considered for self-service.

Reduces the cost of reaching the customer through more expensive channels and keeps them coming back

Directing a caller to the right person to answer questions without being transferred 27 times. Less CS reps needed, less calls on hold, less frustration, more customer retention.

a4: Good self-serve may also reduce costs by lowering churn; fewer dissatisfied customers

Important to remember that self-service is not a "set it and forget it" endeavor, though. Useless if not kept current and reliable!

@maldyj Agreed!