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Introduction

With the changing profile of the customer base, and the proclivity of the newer generation of customers to readily accept self-service, the image of self-service has improved dramatically and reached a level of acceptability and even preference.

Highlights

  • Ovum research indicates that offering a variety of self-service applications is increasingly important in the customer/business selection process, and that customers often have preset expectations about the self-support options that enterprises should include in their customer service environments in order to attract them.

Features and Benefits

  • Enables enterprises to understand the evolving nature of self-service in customer engagement.
  • Assists businesses in identifying and prioritizing self-service offerings, including FAQs, customer forums, blogs, social media posts, video tutorials, and webinar recordings.

Key questions answered

  • How do self-service applications affect business sales and customer long-term value to the enterprise?
  • How should the rollout of self-service offerings be prioritized to optimize effectiveness?

Table of contents

Summary

  • Catalyst
  • Ovum view
  • Key messages

Recommendations

  • Recommendations for enterprises
  • Recommendations for vendors

The move to channel diversity, including self-service, is increasing and driving sales growth

  • Provisioning alternative channel offerings in the buying process is now a necessity
  • Customer service clearly impacts future same-company sales
  • Self-service is gaining value among end-user customers
  • Strong likes and dislikes are evident in the customer base

Service choice and interface preference will continue to evolve with technology

  • Live agent support will continue strong into the future, but customer service could move well beyond that
  • IoT will be the big disruptor in the future

Appendix

  • Methodology
  • Further reading
  • Author

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