How do you choose the right customer service solution for your needs? It’s always best to take a systematic approach: (1) benchmark your current operations using our Assessment Framework to pinpoint areas for opportunity and (2) pragmatically investigate options to source your missing capabilities. Options range from repurposing technologies used elsewhere in your company, to outsourcing, to purchasing suites or vendor point solutions. I recommend using the following process to step through the choices:
Step 1: See if your company is using similar technologies that you can leverage. Web self-service, mobile, social, email, and chat solutions, for example, are often deployed by sales and marketing. If you choose to leverage existing technologies, make sure that they can scale and operate at the level of performance and reliability to support customer service operations. Also make sure that the experience that the customer receives when interacting with these technologies is consistent across functional organizations.
Step 2: Consider outsourcing. If there are no existing technologies that you can leverage, consider outsourcing this entire capability, or perhaps a portion or all of your customer service operations, to a third-party organization. In a recent Forrester survey, we found that 10% have already outsourced some or all of their operations or are very interested in doing so. Outsourcing can help reduce cost of operations, but can also improve the quality of services delivered and allow you to focus on core business activities that are mission-critical to your company.
Siri, Apple’s voice-activated virtual agent (VA), has raised the profile of this technology category. Siri provides the right engagement paradigm: ask a question and get an answer - a right answer. Because of Siri, companies focused on increasing customer satisfaction scores to move the needle on customer loyalty often ask “Why can't we offer Siri-like experiences on our web or mobile sites to help customers ask questions in their own words?”
Let's look at the facts: customers today are trained to go online to get answers to their questions by navigating a company’s FAQ list, or by typing in keywords to surface the right piece of content. In fact, 66% of customers use this channel. But at 51%, the satisfaction ratings for this channel are the lowest of all the communication channels that Forrester tracks. It's because keeping content in line with customer demand and making it easily accessible to customers is very hard to do.