Digital selfservice has become a major customer service channel for mobile operators: according to a recent global study by Openet 78% of mobile operators provide digital selfservice of sorts via the MyOperator app. However, operators put the loyalty of their customers at serious risk if customers can’t easily resolve their issue themselves. Being frustrated with the fact that they couldn’t self-serve, customers then contact the call center. The agent then has the difficult task to not only resolve the issue but also to take away the customer’s negative perception about the effort he had to make.

Many discussions about customer effort are the result of the book “The Effortless Experience” by Dixon et al. Key conclusion: customers don’t want to get delighted but simply want to get helped and get back to doing the things they were doing before they encountered the issue. Loyalty is, therefore, also mostly depending on how well operators deliver on basic promises rather than how impressive the user experience is. If operators fail on this, they pay the price of lost customers and investments. The advice in the book:

  • Make self-service work and avoid that customers need to continue their service journey at the call center.
  • Give agents more autonomy by providing them a knowledge base and make their conversations less scripted.
  • Don’t pressure agents to end calls as quickly as possible, but instead train them how issues can be solved quickly.
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