Author:  Jim Mitchell

In my last blog I spoke a bit about the overall results from the most recent Aspect Contact Center Satisfaction Index Europe, mostly as they relate to contact center personnel. I think it’s also important to explore the business impacts of automation as determined by the research.  Self service is a delicate topic because of the love-hate relationships consumers have with the automated systems that serve them. European consumers are no exception,  but they have given vendors and contact centers insight into three important guidelines that can help companies win their affection:

1. Develop and deliver self-service tools that are easy to navigate, well-architected, and meet their needs 
   Why make consumers wade through long menus and a million different choices before giving them the one they actually want?  Provide consumers with the most commonly requested information up front in a proactive menu, immediately after they have been authenticated. Then, deliver a short list of options for consumers to select from if their inquiry is not satisfied.  Surveying consumers on a regular basis will help you ensure that the information you’re providing is meeting their needs, and will allow you to change your menus and/or architecture as required.
2. Make it easy for consumers to reach a live agent from your automated system
   Customers should be able to quickly and easily access a live agent at any point during an automated interaction. Research shows that, believe it or not, some consumers are never given the option to access a live agent from an automated system.  Others are forced to follow a series of prompts in order to exit the voice portal and reach a live person. Consumers who are able to bypass the automated system and easily access an agent are nearly two times more likely to conduct future business with a company.  I’m not sure why contact centers would deny consumers this access. While it may save money on agent costs short term, it will cost customers in the long run.
3. Reduce the amount of information consumers are forced to repeat when they transfer from an automated system to a live agent
   Self-service systems should be designed to transfer already-provided consumer information to agents in conjunction with the telephone call.  The research shows that most consumers do not like having to repeat identifying information – 40 percent of consumers who are asked to repeat information after being transferred from an automated system to a live agent will conduct less business with a company.

When it comes down to it, automation should be a choice for your customers rather than a forced decision, and it should simplify their transactions rather than make them more difficult.  And when done well, consumers welcome the opportunity to use it.  What are some of your speech self-service best practices?

This entry was posted on Wednesday, November 7th, 2007 at 9:55 am and is filed under Customer Service/Consumer Demands, Voice Self Service. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.