Subject areaChannels and tools
Also known asself-service
Self service is the model where customers carry out on their own an operation that used to need a member of staff: choosing and paying for a product, collecting an order, finding an answer, opening a support request.
It exists in physical stores, with self-checkouts and kiosks, and in digital channels, with customer portals, FAQ pages and chatbots (programs that answer in conversation).
It works when the operation is simple and the tool's usability is high: the customer saves time and the company lightens the load on support. When the path gets stuck and there is no route to a person, the saving turns into frustration, and the customer experience pays the price.
An example
The case that follows is constructed, because the term does not yet appear in the articles. A company that sells industrial spare parts opens a customer area where invoices can be downloaded, shipments tracked and returns opened. Calls about order status drop, and customer care spends its time on technical problems.
Related entries
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Enrico Giubertoni. Licensed under CC BY-NC 4.0: you may quote, translate and adapt this entry with the author’s name and a link, stating any changes. For commercial use, write to info@enricogiubertoni.com
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