If your organization collects metrics on types and categories of incoming web self service inquiries to call center, email and chat channels, identifying the percentage of “low-complexity” calls that end up in higher-cost service channels will be easy.
Even if reliable metrics aren’t in place however,a director or manager close enough to the operations of the contact center, for example, may have a reasonably accurate idea of what this percentage for call cent might be. Talking to that person is a good first step and, if your company is like most, will likely reveal that far more low-complexity questions are sneaking in to your higher cost customer service communication channels than is desirable.
If this is indeed a cause for concern, modern web self service is an excellent candidate to resolve the problem. As illustrated in the Customer Service Complexity Continuum in Figure 1, web self-service shines in resolving low-complexity calls for service.
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Web self-service technology is most effective in handling low-complexity service requests.