As technology continues to evolve, consumers are seeking a transformed experience that goes beyond traditional assisted care. Increasingly, they expect seamless self-service options through mobile apps, chatbots, and websites.
The digital-first mindset is not only aimed at reducing dependence on contact centers but is primarily focused on enhancing customer autonomy and independence. According to Gartner's report, "Top Priorities for Customer Service Leaders in 2024" Millennial and Gen Z customers exhibit a "self-service or no service" preference. As these younger generations make up a growing portion of the customer base, this trend presents a significant challenge for organizations that are not actively developing their self-service capabilities.
The shift left strategy that SMP implements focus on moving from the traditional assisted care to an omnichannel self-service support, providing the customers with the most adequate tools (knowledge bases, interactive workflows, virtual agents, etc.) that can help to successfully resolving the issues in a faster and seamless way.
Allowing customers to decide when, from where and which channels they want to use to contact their Communications Service Provider (CSP) enhances the sense of freedom and control over the customer service experience. This flexibility leads to higher satisfaction, as customers can engage on their own terms, whether through mobile apps, self-service portals, chatbots, social media, or traditional support channels. Additionally, it fosters stronger brand loyalty, as customers perceive the CSP as being more responsive and adaptable to their needs.
This approach also aligns with our Three-Step Guide to Proactive Service Excellence that aims to guide CSPs into a successful transition from assisted care to omnichannel to proactive care.
Many subscribers abandon self-service options when the process feels disjointed or overly complex, leading them to revert to traditional contact center interactions. Currently, a significant portion of digital interactions still escalate to human agents. Inconsistencies across different support channels create frustration, as customers expect a seamless omnichannel experience that retains context across interactions. Customers hate the need to repeat themselves multiple times.
On the other hand, CSPs should try to avoid getting into the “Self Service Trap” as stated by Gartner last report “Future Agent Roles in Customer Service Interactions” that can also contribute to service abandonment and sacrifice long-term customer loyalty when customers are pushed towards full automated and AI driven processes, without the option to involve human agents. Human agents can provide crucial empathy and problem-solving skills necessary for successful assisted resolutions.
As competition intensifies, CSPs need to shift towards a digital-first customer service that helps to drive customer loyalty.
Transitioning to an omnichannel support system requires careful integration of multiple channels to ensure a consistent user experience. Therefore, CSPs should focus on reviewing and adjusting their internal processes and redefining rules and procedures across all channels, rather than merely adding disjointed new channels for customer support. Regularly evaluating the user journey and adapting internal tools and offerings accordingly can serve as a key differentiator and enhance service preferences among customers.
Using an omnichannel platform like SMP helps to build a consistent and seamless customer experience journey. SMP streamlines the transition to digital-first customer support by integrating backend systems with digital frontends through API-driven connectivity. It ensures omnichannel continuity, allowing customers to move between digital and human-assisted interactions without the need to repeat themselves. With guided self-service workflows, customers can resolve common issues independently, reducing the need for direct agent involvement. Additionally, SMP provides cross-channel insights, enabling CSPs to track customer journeys across digital and assisted.
Focus on a digital-first approach has a positive impact on the main customer support metrics, which results in an enhanced service experience and OPEX savings.