Tall, Dark And Decaf; I Will Make It Myself
The idea of self-service is now, well, more than just an idea. But will it ever shake-up CRM as we know it?
INDIA: “I love your pizza but I would rather order, bake and pick it myself.” The sentence is no more about a hint of sarcasm from an irate customer but represents an entirely upside-down world of customer engagement.
What was once dotted with terms like full-cycle engagement, cross-sell optimization, proactive demand management and grievance redressal is now dappled all over with one or the other shade of this new idea called – Self-Service.
Yes, customers are indeed being allowed, accosted and at times even urged to turn the wheel the other way around with the new model of consumption. It’s not just about queuing up in a fast food joint and cradling the order back to the table yourself. It’s much more, way deeper
– and a shockingly-pervasive enough to turn a few of our marketing forefathers in their graves.
From the initial flavor of IVR (Interactive Voice Response) systems to an omni-channel and ubiquitous platform level, the world of self-service is fast traversing models like Amazon’s Dash buttons, Voice assistants, intelligent IoT Device use, and 3D printing feats.
In Dimension Data’s 2013/2014 global contact center benchmarking report, it popped that a huge number of customer service centers were making no attempt to collect customer feedback. By some other estimates, as few as 1/3rd of Customer service interactions will require human assistance by 2017. Gartner augured that some 2/3rd of Customer service interactions can occur without human-to-human contact by that time. No doubt,