Web self-service is a service that companies cannot do without and that improves the customer experience. But what is web self-service? We can define it precisely as a customer experience that takes place within the company’s site, providing users with the answers they are looking for.
In this case customers solve their problems in total autonomy, without the external intervention of assistants. It is estimated that 69% of customers prefer to solve issues in total autonomy, before contacting customer support. Videos, FAQs and articles are just some of the tools available to users to manage on their own and resolve their doubts.
Naturally operators too draw considerable benefit from it, since they receive a lower number of requests and intervene only when their presence is really necessary. In this way the quality of the support service is improved, to the benefit of the company’s productivity and of customer satisfaction.
At least 5 types of web self-service are available:
- customer portal;
- knowledge base;
- chatbot;
- forum;
- integrated customer support.
Each of these solutions has specific characteristics and must be chosen depending on the company’s structure and its own needs. We at We Are Fiber have developed tailor-made solutions and, with our services, customers have recorded not only an increase in sales, but also a considerable increase in the conversion rate. In this article we provide you with useful advice to improve relationships and management with the customer.
Web self-service, the customer portal
Having learned the definition of web self-service, let’s focus on the main solutions offered on the market.
The customer portal represents a “privileged” access point for customers who can request support. The login can be done through an app or software. The portal is private and offers specific solutions for a certain audience.
Customers can:
- put forward assistance requests whenever they deem it necessary;
- consult exclusive content;
- contribute to the community in relation to certain products.
Knowledge base
The knowledge base is a web self-service that simplifies the organisation of assistance and provides valid help both to operators, who can access the same resources as customers, and to the customers themselves, who can find immediate answers to their questions or discover useful advice.
In this case it is appropriate to set the knowledge base on a certain category or topic, creating a preferential path for users who can more quickly identify the resolution of their problems.
Chatbots, modern web self-service
Among the most current and popular web self-service services there are chatbots, that is, software able to hold an online conversation as if they were flesh-and-blood human beings. Chatbots, supported by Artificial Intelligence and Machine Learning, are able to automatically learn new notions and put them into practice when required.
These innovative software programs can also, when necessary, set meetings and share useful articles. If they really did not know how to answer, they pass the question to an operator and learn from their answer.
The workload on the operators’ shoulders is considerably reduced, allowing them to optimise the time available and provide a high-quality service. All this translates into a considerable saving of time and money, better customer support without long waits, an increase in sales and in loyalty.
We at We Are Fiber make use of the performance of Zendesk Chat, which requires simple programming and proves particularly intuitive.
Forum
Forums too can turn into effective customer support services, if used intelligently. Forums are very useful tools to create on portals or websites, a sort of virtual square where customers can meet and take part in conversations to exchange information, advice or simply have a chat on more sector-specific topics.
In this way the company gives voice to customers, who feel listened to and appreciated, therefore developing a sense of loyalty towards the brand. The company itself can collect useful information, such as customers’ purchasing habits, market trends, strengths and weaknesses of a product or a service.
The development team has to establish the topics of discussion, set rules, sponsor the forum and moderate the contributions if the discussion “heats up” excessively.
Integrated customer support
Finally, the integrated customer support service is aimed mainly at the support team itself, which can provide higher-quality support. It is a tool able to encompass all, or almost all, the options described so far. Operators can interconnect more quickly with customers to solve specific issues in a short time. Agents can access the details of the problem encountered and the customers’ questions, so as to have a complete view of the situation and act accordingly.
If you want to give new impetus to your web self-service strategy, we at We Are Fiber are the ideal partner to win every challenge.
