The next part of Shep Hyken’s Achieving Customer Amazement 2021 report deals with customers’ preferences regarding self-service and human-to-human options. Specifically, Hyken asked, “When you have a problem or issue with a company or brand, which solution do you prefer to help solve your problem?” According to the report, “41% chose digital self-service options such as a Frequently Asked Questions (FAQs) page on a website, video tutorials, interactive voice response system, chatbots, etc.,” whereas, “59% would prefer to call the company and talk to a live customer service agent.”
The split certainly favors person-to-person communication, although it’s not quite the runaway preference it would have been a few years ago. Still, ask Hyken notes, businesses shouldn’t switch to a self-service only model anytime soon: “Even Amazon has live-agent support. They may push their customers to a digital solution first, but they have the backup of human support.”
There are a few more statistics to consider before drawing any conclusions. Two-thirds of those surveyed acknowledged that they use self-service tools, especially since it gives them control and instant gratification. This is where convenience is a real boon.
So, have you considered ways to implement self-service options in your business that customers could take advantage of? For example, some restaurants have added tablets to their tables so that diners can order additional items on the fly. While their servers remain an integral part of the experience, the ability to order another round of drinks or a second appetizer without having to wait for the server to come back is a great idea.
Along those lines, more than half of those surveyed said they thought “companies need to rely on technology more to deliver an excellent customer service.” As Hyken explains, “Relying more on technology doesn’t mean replacing human-to-human connections with technology. You can’t automate a relationship.” But there are ways to enhance your company’s processes with technology for both ease and convenience.
That said, there’s a reasonable concern that automation may end up replacing everyone someday. We’re not fortune tellers by any means, but Hyken shares an anecdote that might set your mind at ease. “In 1967, the British bank Barclays unveiled the first ATMs. Experts comments that the number of banking locations would be reduced, and the tellers would be eliminated.” As we all know, that didn’t happen because so many people still prefer the personal care they receive from their bankers. This is true for any business that has built its foundation on delivering a personalized customer experience.
To loop back around on this idea, Hyken reminds us not conflate willingness with preferences. Two-thirds of people may be willing to self-service tools, but more than half overall still prefer calling to using any kind of automated system. Even as you consider which technologies to implement, don’t overcorrect to the point that you alienate a large percentage of your clientele. In other words, don’t replace your business’s humanity: just make it work better.
Convenience can be a difficult feature to implement, especially in businesses that have a lot of products and service options. Is your business striking the right balance? The best way to get that answer—and to learn a whole lot more about everything from your employees’ sales and service skills to the effectiveness of your business’s branding—is to ask real people. That’s where mystery shopping comes in.
At The Brandt Group, we work with local people from your community to evaluate each facet of your customer experience. Whether you’re fine-tuning your promotions, evaluating the quality of your staff training, or even just wanting feedback on your location’s layout, we can provide all of that and much more. Want to learn how? Call us at 406–586–3036 or complete this form, and we’ll help you make sure you keep that human touch in your business for many more years to come.
