Make seamless transitions part of the messaging to customers as to why they should start in self-service. Whether it’s a digital interactive voice response (IVR), a case creation tool, or strategically placed chat pop-ups, organisations need to guide customers during channel transitions, rather than providing many choices and letting them find their own way. Provide prescriptive channel guidance, not just choices. Instead, companies should capture customers’ context in self-service (e.g., the FAQs they visited) and transfer that information to reps. The steps customers take or information they provide in self-service is too often lost if they switch channels, with customers having to repeat themselves.
Share customers’ context from self-service with reps. To create low-effort multichannel journeys, customer service and support leaders should: With 88% of customer journeys starting in self-service touching multiple channels, customer service and support leaders must recognise that creating seamless transitions between those service channels is the key to their digital-first service ambitions. “ Seamless transitions save an average of 4 minutes of costly rep time per customer journey because reps aren’t asking customers to repeat information they have already provided.” “Multi-channel customer service journeys are extremely common, and improving those channel transitions has a material impact on the bottom line,” said Keller.
In addition, customers who go on multichannel journeys with seamless transitions report less customer effort than the average customer who uses just one channel. Seamless transitions improve CX outcomes Source: Gartner (June 2023) The survey found customers who experience seamless transitions from self-service to a rep spend 27% less time in assisted channels.įigure 1. In fact, 93% of respondents reported high customer satisfaction (CSAT) when there was a seamless channel transition. Seamless transitions improve CX across a range of metrics (see Figure 1) and boost loyalty, but they also save time and resources. The survey highlights the benefits of promoting seamless transitions between self-service and assisted channels. “Despite resolving their issue in assisted service, these customers are just as likely to use self-service in the future as those whose issues were fully resolved using self-service.” Eric Keller Seamless transitions boost cx and reduce costs “Our research shows the opposite is true: 74% of customers who experience easy transitions to a customer service rep say they’ll return to self-service next time. “Many customer service and support leaders worry that creating easy transitions to assisted channels will undermine their self-service goals,” said Eric Keller, senior director of research in the Gartner Customer Service & Support practice.
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