Self-service — but is it good to talk?

Abstract

Drives to increase the volume of customers who use self-service channels are a common strategic goal. The promise of significant cost reduction is a tempting carrot. Couple this with the vision of customers benefiting from quick, effective and usable contact channels, avoiding human error (except perhaps their own!) or potential frustration at being passed around to an 'appropriate' contact centre advisor is a very worthy vision ... but is it as simple as this?In this discussion paper the authors speculate that self-service, while potentially being a revenue-saving opportunity, could also erode customer satisfaction and loyalty. Self-service doubtless appeals to some customers, but is it what all customers want? Do organisations understand enough about customer experience to enable them to build successful self-service channels, i.e. those that are useful, usable and used by customers? Do businesses really want to lose the opportunity to actually talk to customers and gain insight and knowledge about them? What impact will increased levels of self-service have on more traditional channels, such as customer contact centres?This paper also discusses evidence that self-service can actually serve to increase communication between organisations and customers across multiple channels. For many organisations, the Internet has actually resulted in more calls to the contact centre, not less. The seductive promise of self-service to cut costs through reducing call volumes may be an empty one.

Examining customer evaluations across different self-service technologies

“…At all points in the self-service process, AFL members need to feel informed, as this will engender their feelings of being in control (Alcock and Millard, 2006). Given that perceived control also plays an important role in IVR satisfaction, members should feel that they are in control of the technology (Dean, 2008).…”

“…Perceived speed is found to be marginally associated with customer satisfaction in the AFL IVR context, which is supportive of Dean's (2008) exploratory work on IVR. Unsurprisingly, members are unhappy to be directed through a complicated IVR system, as it "takes too long" (Alcock and Millard, 2006). This finding highlights the importance of short menus and the accuracy of speech recognition.…”

Obstacles to the Adoption of Self-Service Technology at Cairo International Airport

“…9 It also increases corporate performance, improves service operations, 8 improves competitiveness and increases market share, increases customer satisfaction and customer loyalty, and differentiates through a technological reputation . 10,11 From the customers' perspective, SSTs enable them to enjoy the services they require with a more flexible choice of time and space, and through more channels . 8 Although self-service technology can bring the benefits of convenience, perceived control, and flexibility to customers, in the rush to implement SST, firms often disregard technology failures and the associated risk of losing customers because of technology related difficulties .…”

Students’ Perceptions and Attitudes toward Working in the Tourism Industry in Egypt

“…9 It also increases corporate performance, improves service operations, 8 improves competitiveness and increases market share, increases customer satisfaction and customer loyalty, and differentiates through a technological reputation . 10,11 From the customers' perspective, SSTs enable them to enjoy the services they require with a more flexible choice of time and space, and through more channels . 8 Although self-service technology can bring the benefits of convenience, perceived control, and flexibility to customers, in the rush to implement SST, firms often disregard technology failures and the associated risk of losing customers because of technology related difficulties .…”