[one_half]This report details the results of the most recent QATC quarterly survey on critical quality assurance and training topics. Over 60 contact center professionals representing a wide variety of industries provided insight regarding their utilization of self-service tools.

The largest number of participants is from call center operations with between 101 and 200 agents (24%). However, the balance is widely dispersed with 18% each for under 50 agents, 50 to 100, and over 500, and smaller amounts for the middle ranges. The centers representing healthcare and “other” have the most respondents, but all of the other options were selected by some portion of the centers. This mix of respondents provides a broad spectrum of call center sizes and industries.

Over 80% of the respondents indicated that they are currently using one or more self-service tools.

When asked which self-service tools are used, the respondents were offered the opportunity to select all that apply in their centers. Interestingly, web-based self-service was chosen more often than any other tool including IVR, which has been available much longer. More recent technologies such as chatbots and avatars were selected by only a few.

The challenge is to offer the tools that customers want and will use effectively. The best benefit is provided when the customers can complete their inquiry or transaction within the tool and not require the aid of an agent. Keeping up with the constantly changing technology and the changing interests of the customers takes constant review of technology options, both those in use and those that are just emerging. Depending on the line of business and its customer base, some tools may be more appropriate than others so just because another center has implemented a new tool effectively, it may not be as useful in another.

When asked to identify the communication channels used, respondents could pick as many of the options as applied. While interaction by telephone has been the leading channel for most contact centers for years, other options are gaining popularity. Email and web self-service were chosen by two-thirds of the centers as well with other types of channels selected in significant numbers.

Survey participants were asked to identify the primary difficulties or problems they have found in the use of the self-service tools and they could select more than one answer. The most chosen by a wide margin is that customers fail to find the right answer, but the next most selected answer elaborated on that, stating that customers find static standard answers unhelpful.

Self-service tools are only as good as the information or interaction types provided and their match to common customer inquiries. For companies such as banks where balance inquiries, money transfers, and bill payments are common needs, these tools can be heavily used, reducing calls and interactions with branch personnel. But for companies in healthcare, for example, explanations of lab results may be more difficult to standardize and even appointment setting can be difficult to accomplish in a way that will meet customer and provider needs.

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Respondents were asked to select goals for their self-service tools (choosing multiple options if desired). The most common answer selected was to reduce the calls on “standard issues.” However, close behind was the option to provide agents with more time to handle the more challenging queries. In the first case, the expectation might be to reduce costs and head count in the center, while the second might not have the same result. The next two choices have similar differences. Fewer direct interactions in the center versus optimizing interactions to increase customer loyalty could have opposite effects as well. As such tools are considered, the goals and focus must be a part of the analysis of the return on the investment to avoid surprises for the management who approve the expense.

Over two-thirds of the respondents have plans to add self-service options in the future, but not all have defined the timeframes for that addition. These projects can be expensive and resource-intensive so good planning and vendor selection processes are imperative.

When asked if bots are likely to be a part of the future of customer service, just over half indicated that they were already looking at it or thought it would be feasible in the next year or two as the technology matures. However, the rest (47%) think it is a long way from being realized or just manufacturer hype. As with any new option, determining the usefulness in a particular business environment, the viability of the vendor options, and the expertise to utilize the tools effectively are keys to success.

Respondents were asked to identify the biggest advantages they saw with the use of chatbots. The most common answer was to provide quick answers to common problems followed by the speed of receiving the answer. However, this is also the function of other self-service tools such as IVR, website information, and others. Analysis of this tool to determine what it can bring to the process that other options do not, or a reasonable expectation of meeting the needs of a different customer audience should be part of the project.

This survey provides insight into the deployment and utilization of self-service tools in the contact center. Many customers today want to be able to manage their inquiries independently, quickly, and easily at any time of day or night. Use of web-based tools and smart phones are driving more channels and options. It is important for centers to respond to the needs of customers while managing costs. As these needed tools are considered, setting a realistic goal and expectation of the benefits is key to success. Some may be aimed at cost-savings, others at improvements in customer service, and still others responding to competitive pressures. Balancing the expectation of customers to use the tools versus the inquiries that are best handled by human interaction is a constantly evolving challenge.

We hope you will complete the next QATC survey in this newsletter or online.[/one_half_last]