The coronavirus (COVID-19) pandemic not only accelerated the digital transformation process in companies but also made consumers adapt themselves to the use of digital to perform tasks in a simple, agile and convenient way.
To answer the needs of an increasingly multi connected and imediatist consumer, companies saw on self-service channels the perfect solution to give client’s support at any time of the day.
Self-service needs adjustments, such as personalization and integration with other systems, to guarantee consumer’s satisfaction, according to surveys.
Customer self-service: Only 30% of Brazilians are satisfied
The research, performed at the end of May, interviewed around 200 Brazilians from all the country to analyze the consumer’s satisfaction regarding customer service.
The survey has concluded that 93,7% of the respondents have already experienced some self-service experience, either through chatbots or FAQs (Frequently Asked Questions). However, only 30% are satisfied.
From this dissatisfaction, the survey made clear that, although self-service promotes operational benefits, such as 24h support and cost reduction, the solution needs improvements that focus on Customer Experience (CX).
Systems integration and difficulty in answering doubts are among the self-service main challenges
Among the main reasons that lead to dissatisfaction in self-service, stands out the difficulty of providing answers aligned with the presented questions (75%) and the correct understanding of the doubts (72%).
To 30% of consumers, the main reason for dissatisfaction is the lack of integration with other forms of service, while 33% mentioned complex communication. Finally, 20% believe that the main challenge is the limitation of integration with other systems.
It is clear again the need for self-service solutions to invest on improvements focused on CX, in addition to integrated solutions (omnichannel).
Despite the little confidence, 90% of consumers believe that self-services should gain more space in operations
Another data obtained by the survey is that only 37% of Brazilians fully trust in self-service solutions.
According to the survey, 50% of the respondents have little confidence on self-service channels and end up confirming the information on some other channel. 12% do not trust the system at all.
Despite the lack of confidence in self-service, a curious data draws attention to the survey: 90% believes that the solution should gain increasing space in operations as the customer service migrates to an increasingly digital environment. Again, the presented data only improved the needs of improvement in self-service.
WhatsApp is the consumer’s favorite service channel
Regarding Brazilians favorite service channels, the survey concluded that 34% prefers WhatsApp. It is worth remembering that 76% use the app to contact companies.
Besides that, the data can be justified by the fact that the country is the second largest community of WhatsApp users – a motive that took Brazil to be the first to experiment the WhatsApp Pay, a modality that allows payments between the application users.
In second place, the survey points to online chats (29%).
Channels like telephone (22%), self-service (10%), email (4%), and social networks (1%) were also mentioned.
Customer service must be able to customize and humanize customer service, according to experts
Experts claimed that consumers seek solutions capable of answering doubts and meeting needs in a simple, agile and uncomplicated way. This reason can justify dissatisfaction with self-service channels.
According to them, the customer service channels should be able to personalize the service, promoting a more humanized relationship with the client.
They explained that new technologies, such as Big Data and Machine Learning, gave companies the possibility of providing a more personalized experience to the omnichannel customer. However, offering only one personalized service is no longer enough to satisfy them and make them loyal.
Many times, the consumer can note that is communicating only with a machine. Such perception, in turn, can lead to a possible loss of affective bond between the customer and the brand, something decisive considering the fact that, with the easy access to the internet currently available, there is a wide variety of businesses offering the same service.
Therefore, it becomes increasingly essential that companies invest in solutions with humanized and omnichannel service. In addition, it is worth reminding that an exceptional CX is fundamental to the success of the business.
DNK is number one in humanized and omnichannel self-service solutions.
Aligned with the market needs, DNK offers the best self-service solutions to meet the digital consumer needs.
The use of last generation technology together with a team of experienced professionals, leads DNK to constantly innovate to transform the clients and partners experience with their consumers.
DNK cherishes excellence in customer service, and constantly realizes satisfaction surveys providing its partners tools and platforms with innovative and customizable functions that keep up with the client’s needs to guarantee an unforgettable and satisfactory experience.
With DNK’s services and products, the customer service is provided through an integrated omnichannel platform, which connects all service channels (whatsapp, voice, web, chat and others) in a humanized way, with fast recovery of client’s information and data, in order to offer a complete and satisfactory management of the client journey with differentiated results.
The company is recognized by the market and awarded for solutions and successful cases. Champion of the “Best self-service Solution” category in the XXI Modern Consumer Award and winner of the silver trophy in Client SA 2020 Award in the category “Leader in Innovation Strategy”, in partnership with a client, DNK understands that a well-attended customer is the secret for the successful of the attendance.