Tips on how to achieve the best results in e-services

Hereinafter based on experience, offers advice on how to avoid the common mistakes and how to achieve the best possible solution of selfservice for the customer and the service provider.

  • Selfservice has to be found conveniently at company’s website. Selfservice design language fits well into the company’s brand image so that the user gets the impression as Selfservice is seamlessly integrated. The boundaries of different Selfcare solutions are not noticeable and surfing between them is as smooth as possible.
  • Customers are given chance to decide on the most convenient service channel. For making choice client is shared with enough information – e.g. response times in different channels: web, phone, mail, direct contact etc. Nowadays, as a rule, more convenient service channels are at the same time the most cost-efficient for the company. Possibility of making choice helps the service provider to save cost and increase customer satisfaction (in case the company of course fulfills the given promise).
  • It has great importance that navigation solution permits convenient access to Selfservice, being safe at the same time. Customers will not start using the Selfservice, where the entrance is difficult or unsafe. Good accessibility is necessary to achieve Selfservice business objectives  – to get as many users as possible, ensuring a quick return on investment.
  • The logical structure of Selfservice offers as user-centered experiences as possible, through which supports brand loyalty. Focus on specific user sustains the Selfservice structural simplicity – avoiding unnecessary information presentment to a user.
  • Selfservice is easy to use. The customer feels confident because the navigation is logical and fast, the most relevant subjects are well-found, information is clear and understandable. If in doubt, the user finds quickly help or he can ask any question immediately via Selfservice (and gets prompt answer!). The client has a good overview of his activities in Selfcare: he perceives his position in navigation process and the length of a whole process. By ending the transaction (orders, etc.) the client receives confirmation and if necessary the instructions for the next steps.
  • The content of Selfservice is for customer easy to read and to understand. Web environment requires quick and convenient way to find the necessary information and carry out the transaction.
  • Customer rating on Selfservice depends largely on the service provider ability to understand the customer’s needs – find out carefully what are the customer specific needs for your Selfservice solution. This is vital to optimize Selfservice on a regular basis, based on the customer’s real needs and their changes over the time. Client is given an opportunity to make suggestions in Selfservice. Analyse the customer behavior and respond to each customer recommendation – always thank customer.
  • Measure the customer activities fulfillment in Selfcare. Analyse unfinished transactions on a regular basis in order to find the logics errors in design or navigation shortcomings.
  • Take the time to shape the customer behavior in Selfservice environment! Customer should have a good motivator, to start using new channel – to change his habits. The motivator could be both – “the whip or the cookie.” However, the latter is always more pleasant acting through positive emotion. It is clear that opening Selfservice does not necessarily make customers using it just by itself. Human being is naturally lazy to change his current habits without specific reasons. E.g: service fee increase in regular channel could be a whip and promotions in Selfservice could be a carrot.