Use Self-Service To Save Money
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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:
- Headcount reductions
- Ability to move off of a linear growth path in their contact centers
- Agents freed up to work on revenue-generating projects such as consulting and telesales
- Lower attrition rates, as agents are problem solvers rather than script readers
- More satisfied customers: Interactive Voice Response (IVR) and Web information always available, rather than eight hours per day; the ability to choose the method of interaction with the company, and faster access to information
The following factors affect an organization’s self-service success:
- Phone self-service and Web self-service implemented together
- High percentage of level-one calls and e-mails
- High degree of Internet access among customer base
- Low product complexity
- High visibility into customer requests
- Maturity of knowledge management processes
- Interface design
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.