It can seem like adding a feature that puts the onus of work back on your customer is counterintuitive. Kind of like when we all had to start pumping our own gas. But this type of self service means more convenience for your customer and a significant cost savings to you. A deflected call is one call you don't have to spend dollars on. Instead you spend only cents because the customer could look online, at a time of their choosing, and access what they need.
So there really aren't any more than these 2 reasons for having this application. But the application itself can contain some features your web savvy customers will love.
Downloads: When your customer can download the newest software version or the latest user guide or anything else you can offer, this is one less step for you. Even a request for these things by email will use more time that could be put to better use.
Notice Board: Let your customers know any important news right up front when they log in. The notice doesn't even have to visible to everyone. Maybe only one segment of your business needs a particular piece of information.
FAQs: Well, how could we get along without them?
Solutions: Let your customers look for solutions here for their issue before they call and leave a message on your phone at 3 am. If an issue has already been researched and resolved, put it here.
Forums: Your web savvy customers want a community to discuss their business, your products, and other experiences with. It could be that another customer could answer the question just as readily.
Knowledge base: Here is a feature that will give access to all of those above via a natural language search function able to comb through all the solutions, notices, forums, and downloads to answer whatever is on that customer's mind.
Incident Submission: Sometimes it's unavoidable. Something happens that cannot be fixed by self service. This gives your customers a place to submit their problems and track the status and resolution online.
Not all features are needed in all instances, but when you think about how people are using the internet these days, you realize that expectations have been raised regarding access to almost everything. Service has become the only differentiator between you and your competition. Leverage every channel of service you can manage and do it well. You'll keep your customers coming back. And they will bring their friends.
Link to an example of a self service center.
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