What do consumers find even more exasperating than having to open a support ticket or go wait in line when they encounter a problem? That’s easy: waiting infinitely for a support manager to resolve their problem. But having self-service technology can help with that.
According to a study by Zendesk, 73% of customers view quick resolution of complications to be the most vital characteristic of respectable customer service. Between work and household duties and the stress of existing amid a global pandemic, customer tolerance is thinner than ever – which helps describe why more and more of them desire to fix service matters on their own.
The Era of Self-Service Technology Is Here
Across the B2B and B2C markets, consumers’ preference for self-service has become a request. According to Microsoft, 86% of consumers say that they assume a self-service option will be available. We also identify self-service as a serious priority for B2B companies vying to draw and retain clients.
In the age of self-service, every brand should take stock and ask themselves: Are we providing our consumers with the tools and assets they need to solve difficulties on their own?
Certainly, most industries could stand to advance their self-service abilities – and there’s no better lane for doing so than manufacturing best-in-class product content experiences.
The Content That Influences DIY
Done correct, product content – such as documents, instruction guides, support training, and so on – can equip each buyer with the material they need to troubleshoot any glitches they’re facing without having to come into a location, submit a help ticket and wait around for an answer.
It’s to evade precisely that kind of toil that 81% of customers try to do it themselves before reaching out to customer service agents, the Harvard Business Review states. But many of those same customers end up having to contact support centers anyway. That’s frequently because of product content that’s either unavailable or unreliable, ultimately raising a lack of customer confidence.
By nurturing top-notch product content experiences, companies will provide consumers with the easy, efficient experiences they desire and ease the burdens placed on customer service teams.
But it’s not only consumers and burned-out support staff who stand to gain when a business gets self-service technology correct. The brand itself also acquires rewards by decreasing customer churn and drawing in new business on account of a greater customer experience. It’s really that simple: Self-service technology is a win-win-win.