According to Oracle, resolving your customer’s issue during the first interaction combined with minimum customer effort increases loyalty by 36%. That’s why support traffic towards operators’ websites is an opportunity for those able to meet customers’ self-service expectations. On top of that, Increasing the customer satisfaction is an important enabler for upsell and cross-sell. As confirmed by Oracle and Aberdeen, mobile operators can boost revenues by delivering targeted and personalized offers at the right moment.
Online self-service traffic
Online self-service traffic is on the rise. In 2015, 86% of the US adults have used some type of online self-service application or the help or FAQ-section on a service providers’ website. According to Forrester, online self-service interactions in the US have exceeded interactions over live-assist channels.
From cost-saver to revenue driver
According to Oracle, one of the main reasons for the wide adoption of online self-service is cost savings. Organizations aim to divert as many calls as possible to their online support channels. This isn’t surprising, as the cost associated with self-service channel is only 2% of the cost of operating a call center.
Providing effortless self-service should not be a trade-off between quality of care and cost efficiency. Forrester has concluded that 72% of consumers prefer to use online self-service to resolve their support issues rather than contacting the company via phone or email.
Self-service is a win-win for customers and telecom operators: It provides operational efficiencies and empowers customers to solve their issues in a convenient way.
In 2016, however, self-service could be leveraged for much more than cost reduction. It could be used for maximizing the value of your excising customers through highly targeted upsell and cross-sell, according to Oracle.
How to get revenues from online self-service traffic?
Drive more traffic to your support page
Before attempting to drive revenue from your help section, ensure that your support page is capturing enough traffic. Making your customer aware of the support content on your website is a necessary first step to secure more traffic to your self-service page. Putting a Help banner on your landing page can definitely help. However, many customers start their support journey on Google. They search on problem and model, not on operator brand. That’s why, operators need to ensure that their support content is optimized for search engine purposes and the end-users will be guided back to their website as part of their support journey.
Solve the issue on the spot
Once your customers are on your support website, strive to deliver a first contact resolution to their issues. According to Oracle, closing the case during the first interaction combined with minimum customer effort increases loyalty by 36%.
Next best action – Support content and context to deliver an offer
After your customer has resolved their support issue, they can be directed to a personalized offer that matches their situation. This could be upgrading their device or subscription, as well as purchasing a Value Added Service (VAS). Forrester remarks that positive customer experience drive revenue growth because loyal customers are much more likely to purchase additional services.
As timing and context are essential, there is no better moment to upsell than the moment you have solved a user’s problem effortlessly. Moreover, personalizing the offer your customer receives further increases the likelihood of an upsell or cross-sell. According to Oracle, personalized offers based on customers behavior can get up to 20% conversion rates.
Providing a good online self-service experience does not only benefit your customers, it is a driver of loyalty and additional revenue. The effortless service enhances customer satisfaction. At the same time, satisfied customers are much more likely to upgrade their existing subscriptions and purchase additional products and services from you. This increases Customer Lifetime Value (CLV) and creates a deeper relationship with your brand, which makes your customers far less likely to churn.