Self service has a dirty name with a lot of consumers.
- “I hate those touch tone menus that go on for ever”.
- “It takes forever to get a quote on the website and then you can get it cheaper by phone anyway”.
- “The FAQs are way out of date and don’t help”.
Yet when done well, the same technologies can be used to put customers in control, make customers very happy and save agents from monotonous work. Indeed vast businesses such as Amazon, eBay and Google depend on the benefits and usability of compelling self service.
Peter Massey looks at the “compelling self service” principle in more detail
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