Findings from Harvard’s Business Review Shows a Changing Trend in Business to Client Interactions:
A prevalent heuristic present in business world is that consumers prefer to interact directly with companies (whether this occurs over the phone and/or in person) rather than using automated, self-service systems. Recent findings from the Harvard Business Review has shone some light on how clients really prefer to interact with the business world. Contrary to belief, a growing number of consumers of all ages, backgrounds and issue type are choosing to turn to self-service options to address their needs.
While this may come as a shock to some of you, there are many viable reasons why your clients have come to appreciate virtual interactions more than physical ones. One of the most significant factors, as outlined in the Review, is the efficiency that comes with self-service processes. For instance, conducting a withdrawal/deposit through an ATM machine is much faster and convenient than waiting in a bank line-up to have the same task performed by a teller.
But that’s not all. In fact, there are more important factors underlying this changing trend that meets the eye. As we have mentioned previously in our blog post: “The Importance of Streamlining Functionality in Web Design” one of the most attractive features of self-service is that it grants consumers a great sense of empowerment and control over their own needs. Insomuch that as well designed website will allow customers to obtain the information they are looking for without to much hassle. As compared to the sometimes frustrating and lengthly exercise of trying to get the same information on the phone.
Another reason why clients are increasingly opting for self-serve options rather than face-to-face encounters is that over the years, with the adoption, and optimization of the latest and greatest gadgets, consumers have become overly dependent from the convenience, flexibility, and efficiency that technology has afforded their lives.
The review also found out that:
“customers who attempt to self serve, fail, and are forced to pick up the phone are 10% more likely to be disloyal than those customers who were able to fully resolve their issues in their channel of choice.”
This could be interpreted as to mean that automation not only provides benefits to your business in terms of the efficiencies mentioned above, but also could generate longer lasting customers.
In general then, automation produces benefits for both sides of any business transaction. Not only is it something that consumers want today due to the elements discussed earlier, it is something that business owners can also take advantage of as it reduces costs and increases the bottom line.
Harvard Business Review has recently posted an article on why more consumers are finding self-service options more appealing than face-to-face and over the phone interactions. You can read the rest of the article here.