Today’s customers want to execute a range of actions at the time and place most convenient for them, preferring not to be bound by the service provider’s working hours. Customers want to enjoy effective self-service. Rami Jaulus, NGG CEO, points out that not only customers benefit from self-service; it’s also good for the companies
What is self-service? The possibility customers have to undertake various actions on their own, at the time and place convenient for them. From the perspective of the organizations, self-service must begin with gathering data, such as information about customers, the products the customers have bought, and information about the range of services and products the company offers. The deeper the information the organization gathers is, and the more it includes different perspectives and dimension, the more it becomes possible for the customers to connect precisely with the products and services they need.
As technology develops and opens up new options, self-service consumer habits develop as well. The phenomenon crosses segments and generations and is very extensive. Consumers want to take action using self-service options, but always want to know that there is customer service available to them should they need it.
Making information and services accessible for self-service has become a must. It allows customers to take action when, how, and how much they want. As organizations increase such access to their customers, the scope of self-service use will increase.
For organizations, self-service is right for two primary reasons:
- It is in their own best interests to adapt their services to their consumers’ consumption habits.
- Increased efficiency. The reduction in services provided by an organization’s service provider represents savings.
This is a win-win: while self-service is a necessity, it means greater effectiveness for both customers and organizations.