As the world becomes increasingly connected, consumers are finding themselves operating in the digital space more than ever. Shopping, bill payment, account management, and even taxes can now all be performed online, whether through a traditional desktop or the ever ubiquitous smartphone. It only makes sense, then, for the companies offering these Internet-based services to make their customer support resources readily available in this arena.
A newly released report from KANA Softawre, a provider of on-premises and cloud-based customer service solutions, shows that companies are certainly taking note. The company’s “Top Customer Service Channel Trends” study revealed that Web self-service is increasing in popularity amongst businesses in Australia and New Zealand (AZN), coming in at fourth position behind phone, email, and face-to-face communication. 72.4 percent of businesses in the region reported utilizing it as a customer service channel.
“With consumers now in the driver’s seat due to the myriad channels at their fingertips to engage with brands, it is clear that businesses across the region are recognizing the real value of offering customer service through a variety of channels.” said Brian Donn, senior vice president and general manager APAC at KANA Software. “While the adoption of social media channels, such as Facebook and Twitter (News - Alert), have steadied, mobile and Web self-service are rapidly catching up to traditional channels, such as phone and email.”
Indeed, in addition to the observed increase of desktop-based Web self-service, mobile Web-self service has increased to 46.9 percent, with 24.1 percent of AZN businesses employing some sort of customer service app as well.
It’s clear that as customers increasingly take their business to the Web, the value of Web-based customer service options skyrockets. Companies can combine self-service options with real-time customer support solutions to ensure a seamless and pleasurable online customer experience. Co-browsing technology, for example, can step in when self-service fails, allowing live agents to share a customer’s screen, desktop or mobile, guiding them through the sales or form filing process step-by-step, and thus bolster a company’s Web presence.
“It is clear that rapid adoption of mobile devices and, in particular, smartphones, tablets and phablets, has transformed the way customers engage with brands,” added Donn. “We are now seeing a scenario where customers will increasingly look to engage with a brand through those devices that are most convenient to them, wherever and whenever they choose. With this in mind, now more than ever, is the time for businesses to optimize the way they engage with their customers across multiple channels – both traditional and emerging.”
Edited by Alisen Downey