Self Service Usability
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Transcript of Self Service Usability
Trent Mankelow
Self-service usabilityMaking it easy for people to help themselves
Agenda
• What is self-service?
• Channels– Kiosks
– Phone
– Online
• Self-service strategy
• Self-service usability tips
• Backlash
• Conclusion: the future of self-service
What is self-service?
• Automating routine transactions so that citizens can help themselves
• Saves an organisation money
• Offers the citizen choice and convenience
Welcome to National Discount Brokers!This call may be recorded and monitored for quality assurance.For trading, press 1.For a new account kit, press 2.For quotes, press 3.For customer service, press 4.If you are a netlink soft benefits plan customer, press 5.To hear more about our buy-for-free program, where you can buy your own company stock, commission free, press 6.If you would like to hear a duck quack, press 7.If you know your party's extension, press 8 and dial it.To return to the main menu, press 9.Or stay on the line for the next available customer service representative.Thank you.
Welcome to TransLink.
For immediate train, Brisbane transport bus or ferry timetable information, say “quick info”. Otherwise you can say “special events”, “customer feedback” or “go card”.
For all other enquiries, say “operator”.
An analysis of 1,687 government web sites in 198 countries in 2007 revealed the following common services:
From www.insidepolitics.org
Common e-government services
• Visa application• Passport application and renewal• Voter registration• License application and renewal • Job listings and application• Electronic document filing (including filing taxes)• Ordering publications and statistical reports• Complaint forms
“Thinking about how your company typically interacts with customers, what change (if any) do you expect to see in the
volume of interactions over the next two years?”
Web
Phone self-service
Kiosks
Retail outlets
Call centres
Source: March 15, 2005, Forrester Big Idea “The Customer Experience Value Chain”
Base: Survey of 140 North American firms with annual revenues of US$500 million or more
Self-service strategy
• Which transactions should be automated?
• What transactions should be offered on what
channel?
• How are you going to measure?
• How are you going to shift citizens?
“How effective have these tactics been in shifting customers to self-service channels?”
Very effective Somewhat effective Ineffective Didn’t use or don’t know
Use email to drive customers to self-service
Improve usability
Offer monetary incentive to use self-service
Have phone agents train customers in self-service
Proactively market benefits of self-service
Advertise self-service on phone when callers are on hold
Have retail agents train customers on self-service
Hide phone contact information of the Web
Source: March 15, 2005, Forrester Big Idea “The Customer Experience Value Chain”
Base: Survey of 140 North American firms with annual revenues of US$500 million or more
Self-service usability tips
• Have a strategy!
• Be consistent across channels
• Leverage the strengths of each channel
• Focus on transactions that already exist
• Bite off less than you can chew
• Self-service takes service
Backlash avoidance
Backlash avoidance
• Accept that not everyone will self-serve
• Carefully consider how to incentivise self-service
• Balance with conventional service
• Create a quality experience
The future of self-service
• Expectations will continue to grow
• More people will prefer self-service
• Serving yourself will become the default?
• Self-service not just about efficiency, it’s about satisfaction and insight
The future of self-service
Questions?Trent MankelowOptimal Usability