How to win over digital customers? Help them help themselves.
According to Forrester Research's April 2015 Brief: Focus On Three New Service Experiences To Thrive In The Age Of The Digital Customer, a preference for self-service is one of the most notable traits of the new generation of digital customers. In fact, in 2014 more U.S. online consumers used Web self-service than any other customer service channel.
It’s not only Millennial customers who are demanding self-service options. Forrester found that the change in preferences spans across all age groups. The report states, “Forrester data shows burgeoning usage for essentially every service channel, including web self-service, mobile apps, peer-to-peer support in communities and virtual agents.”
In an age where consumers demand that brands know who they are and what they like, customer service can be no different—it must be intuitive, customized, and supported across multiple channels and customer demographics. Forrester offers recommendations for guiding a better customer service experience via:
- Social customer service
- Proactive notification
- Embedded service
- Agent-assisted service
- Virtual agent-assisted service
Forrester's brief: Focus On Three New Service Experiences To Thrive In The Age Of The Digital Customer is no longer available for complimentary download. See below for more great insights from Forrester:
Forrester's Predictions 2016: The eCommerce Gap Widens
Forrester's Top 10 Customer Service Trends for 2016
Forrester Names Zendesk a 'Strong Performer' in Customer Service Solutions for Midsize Teams