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RESEARCH RECAP: ABERDEEN HIGHLIGHTS THE ROI OF SMART SELF-SERVICE

by Michele Carlson
December 16, 2021
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Customers expect more from the companies they do business with than ever before,
making seamless service across all channels—including, increasingly,
self-service channels—a priority across industries. When customers prefer to
address their needs themselves, they want consistent, personalized self-service
capabilities that make it easier for them to get the answers and resolution they
expect.

A report by Aberdeen Research found that while self-service channels rank at the
top of the list for planned channel adoption, simply offering self-service isn’t
enough. Fully 92% of contact centers are offering some form of self-service,
whether it is accessible through phone, the company website, virtual agents or
mobile.

“As such, simply providing customers the option to use self-service isn’t enough
for firms to create happy clients,” Omer Minkara, vice president and principal
analyst at Aberdeen, wrote in the report. “They must transform and adapt these
activities to the needs of their clientele.”

The report was based on a survey of more than 300 contact centers around the
world. Among Aberdeen’s findings are that the complexity and pace of change in
customer expectations is forcing a move from traditional self-service to smart
self-service.

Smart self-service:

 * Combines traditional self-service vehicles with analytics and AI to enable
   contact centers to continuously fine-tune activities for better resolution
   and customer experiences.
 * Changes self-service from a cost-containment exercise to a value-add that
   supports the growth of the business.
 * Enables contact centers to accelerate their digital transformation and
   generating greater ROI while improving CX.

According to the report, firms with smart self-service enjoy superior CX, drive
operational efficiency, reduce costs and grow revenue. They enjoy a 2.2X greater
decrease in customer effort, realize a 39% greater year-over-year increase in
customer satisfaction, and benefit from a 9.3% year-over-year growth in annual
revenue (compared to 4.3% for contact centers that do not use smart
self-service).

In the report, Aberdeen also details the building blocks needed to transform
self-service experiences. Transforming from traditional to smart self-service
requires the ability to:

 * Analyze assisted service conversations to reveal common issues that can be
   solved using self-service.
 * Use analytics to reveal issues where self-service isn’t meeting customer
   expectations.
 * Leverage machine learning and AI to monitor and adjust self-service
   activities as needed.

Download the report, “The ROI of Smart Self-Service: Using Modern Tools to
Delight Modern Customers,” to learn more about the research and how firms can
make the move to smart self-service.  

About the Author
Michele Carlson
Michele is a Senior Product Marketing Manager who helps brands accelerate their
digital transformation with cutting-edge AI and analytics solutions. She brings
a warm, energetic approach to connecting businesses and consumers with
technology to drive results. Her experience with AI and analytics spans over a
decade and includes product development, change management, data analysis, and
coaching skill development. Outside of work, Michele is a mom of four and enjoys
skiing and yoga.
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