Every company would like to reduce the cost of customer service. Migrating service-oriented calls and e-mails to self-service channels is a low-cost, high-impact way to achieve this goal.
The Bottom Line: A 30% deflection of calls to self-service channels is currently seen as successful, but it could and should be closer to 80% to maximize benefits and cost savings.
What It Means: The average migration rate of calls to self-service channels is 30%. One organization achieved a 75% deflection rate using Web self-service alone. When companies used phone self-service to deal with calls that were not deflected by Web self-service, the self-service migration rate ranged from 37% all the way up to 92%. The Takeaway: Organizations that have combined Web and phone self-service have seen up to a 90% drop in the number of customer interactions that require human intervention.
With an average implementation cost of $360K, organizations saw an average one-year cost savings of more than $880K. Additional benefits include:
The following factors affect an organization’s self-service success:
Conclusion: Every organization should assess its score against the seven self-service criteria to determine the effectiveness of its self-service channels. The scorecard appears in the aforementioned Report.
AMR Research originally published this article on 2 December 2003.