How Will Self-Service and Assisted-Service Make Customers Happier?

August 7, 2015
Kevin Payne, Vice President, Global Demand Generation & Field Marketing

Many people are unhappy or just plain miserable when they try to resolve issues on the phone or online. Poor customer service is one of the top reasons why people end their relationships with companies. Increasingly, customers want to self-serve but is that always the right or only option? When should assistance be provided and how should self- and assisted-service work together?

Leading customer-focused companies are taking steps to deliver what people expect. There’s a lot being done, especially in trying to use customers’ journey information to predict how they can best be helped.Can they self-serve quickly with satisfying outcomes? When do they need human assistance? How about solutions that appear human, but aren’t?

As companies work to implement solutions, we thought we’d ask some industry experts where they believe customer service is headed in the near future.

In the July edition of the [24]7.ai Point of View, we posed this question to five insiders:

How do you think the combining of self- and assisted-service in customer engagement will evolve over the next 12-24 months?

We got some surprising answers, including suggestions about how virtual agents will do more to mimic live ones.

Click here to read the views of Fraser Mackay of CIBC; Aphrodite Brinsmead of Ovum Research; Sheila McGee-Smith of McGee-Smith Analytics; Dan Miller of Opus Research; and [24]7.ai’s Daniel Hong.

Kevin Payne, Vice President, Global Demand Generation & Field Marketing
Kevin Payne, Vice President, Global Demand Generation & Field Marketing

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