|
|
article page | 1 | 2 | 3 |
4
- relations disaster. Instead, positive inducements are necessary such as free billing analytics, faster response, or even like Verizon, planting a tree for each e-billing customer who signs on.
- Training in how to use the tools. Intuitive, familiar interfaces are the best means of decreasing training needs. But for any functionality beyond the simplest, some training is necessary. Hover menus and explanations, online help facilities, and instructional videos all help. And, for the most sophisticated systems, such as billing analytics or online ordering, having on-site training for the SMB customer can short-circuit many problems.
- Coverage of the offered services and information. The system must be capable of covering all of the services of the customer and offer nearly all of the information they want – otherwise they will quickly default to the CSR for all of their transactions.
- Multiple-channel information and interaction methods. Customers are increasingly starting an interaction with a CSP via one channel and then switching channels to complete the transactions – web text, videos on the web, e-mail, IVRs, CSRs, all are being utilized. When the customer switches channels, the information already input needs to be available via the new channel. Also, there is a need for a method always to get to a
|
|
For the CSPs, decreased costs, more delighted customers, and greater branding opportunities abound. |
|
- human CSR, via Click-to-dial, callback request, or multi-media direct interaction with a CSR. In this case, it is critical to provide the ability of a CSR to be able to view the same information that the customer can via their self-service means – including desktop sharing and customer “impersonation” by the CSR to meet the customer’s current needs and simultaneously train the customer in how to better use the system.
The Future of Self-Service Operations
With consumers becoming more comfortable with electronic interfaces and the benefits of self-care so evident, the future of the SMB market will clearly be dominated by self-care operations. Here we have described what modern self-care systems are currently doing for SMB customers in leading CSPs. But beyond these examples lies a richer world of new self-care functionality, including on-demand, nearly instant provisioning of new services and features, more mobile-enabled self-care, click-through multi-media and the ability for channel partners (VARs, agents, resellers, etc.) to have similar portal connected in back-office to the customer self-service portal, so channel partners can provide required on-going support to SMBs. For the CSPs, decreased costs, more delighted customers, and greater branding opportunities abound.
article page | 1 | 2 | 3 |
4 | |
|
About Analysys Mason:
Analysys Mason is the world's premier specialist adviser in telecoms, IT, and media. Through our global presence, we deliver strategy advice, operations support, and market intelligence to leading commercial and public sector organisations in over 80 countries. Visit us at www.analysysmason.com. |
|
|
