Exploration of Digital Self-Service

Digital Self-Service options are quick ways for customers to do or find answers, services, or products online and independently. Through the COVID pandemic, we have seen a large uptake in digital self-services. As we continue to see and use more of these online self-services, we are being more and more accustomed to them.

We are now at a place where 88% of customers expect to have access to a self-service portal and would rather move their business elsewhere if it would allow them the independence to complete their interactions without having to interact with an employee directly. Having self service options for customers is a requirement rather than a nice to have feature for the average consumer.

Although customers are expecting to have self-service options there are many overarching benefits for organizations as well outside of customer acquisition and retention. Allowing customers to start if not complete tasks on their own frees up employees, reduces ticket times, and allows for process automation to kick in reducing human error and latencies along with more personalized experiences increasing up and cross selling opportunities.

As consumers and organizations continue to add more and more features into their available features it is critical for organizations to understand why more services should be accessible as a digital service and how the implementations should be done. Over the next few blogs, I really want to take the time to not just understand the benefits of moving towards more online digital services but also what makes the services useful and impactful; there is no point in creating online services if they just create poor experiences.

Angèle Taylor, Strategic Solutions Architect & Adobe AEM Champion.

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