Customer Interactions: Self-Service and Live Service
Contact centers rely heavily on self-service strategies, but people will always need to talk to people.
Even with a highly successful self-service application boasting a high call-completion rate, this CRM Buyer report suggests that people will always need to talk to people and that is why there will always be a need for live service interactions.
"When set up properly, a self-service system can handle a high volume of requests around the clock. Many consumers enjoy the convenience of helping themselves so long as IVR menus are not too cumbersome or complicated. Therefore, the situations when self-service is used should be chosen carefully so as to avoid customer frustration. For example, self-service is ideal for simple transactions such as account balance inquiries, but it is less suitable for transactions that involve problem-solving or troubleshooting, such as reports of identity theft."