“Why your customers don’t want to talk to you”
- 58% of call volume comes from customers who were on your website first, but still ended up having to call.
- Customers who attempt to self-serve but are forced to pick up the phone are 10 % more disloyal than the ones who were able to resolve their issue on the portal of their choice.
- The challenge is not getting the customers to self-serve , but to avoid channel-switching from self-service to phone call.
- Companies believe that their customers want some kind of personal relationship with them. But the reality is that the customers already value the web as much if not more than the phone!
Self service places the customer in control, particularly when information that is confidential or potentially embarrassing might be exchanged.
The balance in favor of phone service even on the older age groups is far close to 60:40, rather than 90:10 or 80:20 ratio as many of us would have guessed. So, even customers who are the last to adopt self-service are much further along than most of us would have imagined.
The Channel Stickiness Opportunity
When it comes to how information is presented on the web, simplicity matters a lot.
It all starts with a simple question.
Examining three big channel-switching categories and ways to overcome those:
Category #1: Customers Couldn’t Find the Information they needed
Too many options put in front of customers exacerbate the channel-switching problems.
Customers are best-served by being directed to the lowest-effort channel and options to resolve their issue, even if that channel would not have been their first choice.
Ways to guide customers-
Category #2 The Customer found the Information, but it was unclear
When customers who are trying to solve a problem don’t understand what they’re reading on a web site, they click the “contact us” button and end up calling.
Make sure your website and the content makes sense to the people on the outside as much as on the inside of your company.
Gunning Fog Index
Introduced in the 1950s, it is a benchmark for language simplicity. The scoring represents the years of education a person would need to comprehend a piece of text.
Use an online version to calculate the index for content on your website http://gunning-fog-index.com/
Rules to improve your website-
Rule 1 – Simplify Language
Rule 2 – Eliminate null search results
Rule 3 – Chunk related information
Rule 4 – Avoid jargon
Rule 5 – Use active voice
Category #3 The Customer was simply looking for a phone number
For customers who visit the website just to obtain a phone number, there are some subtle things that can be done to productively engage them.
- Feature prominent links to the most common questions asked.
- Move the contact us from th etop to th ebottom right of the screen.
- Add to your knowledge base with words lie “simple”, “step-by-step” and “tips” to engage the newbies.
However, it is far better to incentivise self-service than to overtly discourage live service usage, or trying to hide the phone number.
The key to mitigating channel switching is simplifying the self-service experience.