As technology continues to progress, customers are following suit and are more educated and savvy in terms of the technology they utilize. For this reason, many customers seek and prefer self-service options. While the enthusiasm for technology is great for business, how does this do-it-yourself (DIY) approach affect customer relationships and loyalty?
I think self-service options can be great for your customers and for business. Clients always appreciate having choices, especially when an alternative meets or exceeds the performance of a fully-managed selection.
If your company is considering adding a self-service tool to its portfolio, it must meet the following criteria in order to sustain successful client relationships:
Now that your self-service tool is set to go, do you think your clients are ready? It’s important not to jump the gun on introducing a self-service product to clients who may not be, have anxiety with regard to using technology or whose business is not suited for self service. Long-standing clients and clients who have more experience with your product or service might find the do-it-yourself option appealing. New customers or those that are not as familiar with your brand may have a more difficult time using a self-service tool.
Many of our clients utilize the self-service option for frequent online communication efforts, both internal and external. Clients also tend to utilize self-service when the event isn’t overly complex and they need a quick, easy-to-use tool. For highly confidential or important events like global CEO addresses, clients often feel more comfortable having a little extra hand-holding and the fully-managed option works better.
This is not to say that self-service can’t be used for significant online events or that fully-managed options aren’t easy-to-use. It really comes down to the technology provided, the ease-of-use with the interface and the client’s comfort with your company and the product or service offered.
Customers want to conduct business with companies they feel like they can trust and that offer them personalized attention. Self-service offerings should not change any of this. The self-service solution should act as another way to better serve your clients, not eliminate customer communication and service.
Focus on delivering the ultimate customer experience and showing your clients how the technology can benefit their business (and bottom line), and you’ll see that self-service selections will only enhance your customer relationships.