In a market where customer experience is the great commander of business success and prosperity, investing in digital self-service can be a huge competitive advantage for your company. After all, in addition to bringing greater convenience and practicality for the parties, will enhance the efficiency of this journey, the satisfaction and loyalty of the buyer – benefits that depend, directly, a careful balance of some factors in order to achieve this purpose
No matter how much technology cannot fully replace human work, it is a fact that there are certain tasks that many of us prefer to carry out alone and in a more agile and automatic way. As proof of this, Salesforce data shows that 81% of customers prefer to solve problems on their own before contacting a representative. Furthermore, 73% feel more confident in addressing their needs with this option, according to another study by Forrester Research
What is not lacking are reasons that justify such a preference, going for greater speed and efficiency in service – without the need to wait in lines or for an available agent – to a 24-hour availability, 7 days a week, factor that increases customer satisfaction and convenience. This, not to mention the reduction of operational expenses related to the human intervention required
Even if it seems like something extremely sophisticated in technological terms, its scalability is also a favorable point that deserves attention, for any business entity, regardless of its size or area of activity, there is a possibility of entering the digital self-service venture. After all, even for those who do not have significant resources to invest in this technology, there are simpler and more economical alternatives that can be prioritized first, expanding investments in more sophisticated systems as operations grow and adherence to the model is validated
This range of options encompasses, inclusive, the possibilities of tools capable of ensuring internal digital self-service. Various technologies have the ability to provide advantages for digital self-service, such as thevoice andchatbots, which, through AI, they emulate human dialogues and can be integrated from telephony channels (outgoing or incoming), like websites, mobile applications, messaging platforms or channels, answering common questions, assisting in user navigation or even performing transactions in an automated way, like sales, confirmações/remarcações de agendamentos, renovação/contratação de planos e até negociação de débitos em aberto
Still within this resource, we can highlight generative AI, a technology that is constantly evolving and aims to provide the ability to create various types of content, like texts, images and videos, autonomously. In the context of digital self-service, it can be employed in the production of more complex and personalized responses, making the interaction with customers more fluid and natural
There is, also, the famous service kiosks, which allow customers to perform transactions and request information without the need for human interaction, in addition to the mobile applications themselves, being powerful tools that enable the customer to access services, make purchases and interact with the company in an agile and practical way, directly on your devices. All options are truly powerful to revolutionize customer satisfaction and ROI in customer service, but need to be carefully implemented considering certain points of attention
So that your company can invest in digital self-service and achieve excellent results, some precautions need to be taken when incorporating the chosen technological resource
An important tip is to ensure that the solution is developed in a personalized way, in a way that meets users with contextualized responses to their needs and with maximum accuracy – avoiding, thus, generic messages that may cause dissatisfaction in your experience. Adjust the answers, conversation flows and functionalities based on customer feedback and performance data
The solution will also need to be integrated with the other internal systems of the company, ensuring that the tool's content will be constantly updated and relevant, valuing maximum transparency regarding its capabilities and limitations. This, without forgetting to apply real-time monitoring mechanisms, avoiding misunderstandings and ensuring precise adjustments in a timely manner
Another important tip that will contribute to the good performance of digital self-service is to conduct frequent tests to identify possible failures and opportunities for improvement. All of this, ensured by an omnichannel support, what will ensure the effectiveness of digital self-service solutions, ensuring uniformity in the responses provided, maximizing resolution power and ensuring a positive customer experience
There is no doubt about the benefits that companies and customers themselves will have with this strategy and, if your business has not yet entered this trend, know that you are missing out on a huge opportunity to have a more optimized solution, effective and safe to enhance customer satisfaction and experience throughout the purchasing journey
