Customer Representative : Self Service

940 Words Nov 20th, 2015 4 Pages
Introduction
This report examines why customers prefer to use self-service rather than calling in to speak with a live customer representative. The reasons being are self-service is more efficient and gives the customer control of the situation. Furthermore, some service leaders believe that their customers prefer calling rather than self-service. That is true to some extent as customers are forced to call because there is no self-service option or the self-service option available is not simple to use. “It turns out that most customers don 't just like self-service—surprisingly often, we go out of our way to self-serve. How customers want to be served, and how they want to engage with companies, has changed considerably in the past decade,” writes Dixon, Toman & Delisi (2013, p. 12).
Customers Are Channel Switching
Service leaders need to be aware that customers who use self-service or calling in are not different customers. Majority of customers use self-service first and call in as a last resort to resolve their issues. “It 's called channel switching—when a customer initially attempts to resolve an issue through self-service only to have to also pick up the phone and call—and it 's plaguing the customer experience in a way few service leaders fully understand or appreciate,” writes Dixon, Toman & Delisi (2013, p. 13). These customers have a negative impact on businesses because they increase operational cost and have lower overall customer loyalty.
Service Leaders’…
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