By Leah Namuleme
A customer who has to call customer service to find out whether a payment has been processed is doing work that technology could have handled. The same applies to a customer who waits in a queue to update account details or contacts a service team to resolve a simple, recurring problem. These interactions may seem like minor inconveniences but they raise an important question: how much effort should customers have to make to get things done?
As businesses mark Customer Service Month this October, it is worth considering how customer service can become more accessible, responsive and convenient. The observance provides an opportunity to reflect on what customers expect and how businesses can make everyday interactions easier. One way to do this is through self-service platforms like Apps, chatbots, websites, ATMs, among others which give customers more control over routine tasks without requiring them to contact a service representative.
Self-service is not simply about moving customer requests from a contact centre to a digital platform. It is about making repeated tasks easier to complete. A service that exists online but leaves customers confused, uncertain or unable to finish a transaction has not solved the problem. It has only moved it to another channel.
Consider a customer who wants to confirm whether a payment has been processed. If the information is readily available on a mobile application, the customer can resolve the issue in seconds. If the application is difficult to navigate or fails to provide a clear answer, the customer may call the contact centre anyway. Even though the business has invested in a digital solution, the customer has gained little from it.
This is why businesses should begin their self-service efforts by understanding the tasks customers perform most often. Payment confirmation, account updates, subscription management and basic troubleshooting are some of the activities that may not require direct assistance. Making these services easy to access can save customers time and allow service teams to concentrate on more complicated enquiries.
Businesses must also pay attention to how customers use their digital platforms. When people repeatedly contact customer service for help with a task that is already available online, there is a reason worth investigating. The instructions may be unclear, the process may involve too many steps, or customers may not trust the system to complete the task correctly.
Customer feedback and service records can help identify these problems. Companies ought to look at touch points where customers abandon a process, which questions they ask most frequently and which digital tasks generate repeat calls. Testing platforms with the final consumer before introducing major changes can also reveal difficulties that internal teams may overlook.
When a transaction fails, the system should explain what happened and what the customer needs to do next. Keeping a customer unsure regarding the status of a payment or service request creates frustration and often results in additional phone calls. Clear information can prevent this and help customers feel more confident using digital channels.
However, access to human support must remain part of the process. Not every problem can be resolved through an automated system and not every customer will feel comfortable using digital tools. Some situations require explanation, judgement or a personal conversation. Customers should therefore be able to reach a staff member when self-service does not resolve their problem without having to start the entire process again.
Businesses also need to measure whether self-service is actually working efficiently. The number of application downloads or website visits offers limited insight into customer satisfaction. More useful measures include successful task completion, time taken to resolve an issue, repeat enquiries and the number of customers who abandon a digital process and seek assistance. Regularly reviewing these measures helps businesses identify problems and improve their services.
The real value of self-service lies in giving customers greater control, without leaving them to solve every problem alone. Customers should be able to handle routine tasks independently and find help when they need it. Businesses that get this balance right can deliver a better customer experience while making their support services more effective.
The writer is the Head of Customer Experience and Care at MultiChoice Uganda, a Canal+ Company
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