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April 6, 2022

Digital Self-Service: How do We Get There?

Putri Indira | Marketing Student Officer

It is without question that effective digital self-service capabilities can propel a company’s efficiency to the next level. With many companies striving to reap its benefits, the number of companies transitioning towards digital self-service channels has increased exponentially in recent years - with the number expected to grow further in the near future.

Although many companies are now embracing a more digital self-service approach, this process is rarely a smooth sailing one and many corporate giants have reported struggling during their own transition period. On March 10th, UWEBC’s Customer Service Peer Group meeting addressed these different challenges and the ways in which companies can continuously improve their self-service capabilities.

Led by UWEBC Customer Service Practice Director Matthew Cone, participants of the peer group meeting gained deeper insight into digital self-service approaches through our member panelists Briana Colstad of Alliant Energy, Sara Gilbertson Ley of Sub-Zero Group, Inc., and Chris Grant of Great Lakes Educational Loan Services. Through this sharing session, participants learned the various ways in which different industries are approaching and benefiting from digital self-service and addressing associated challenges.

Following our member panel presentation, participants learned more about the importance of ‘empathy’ in the process of self-service through Charlie Godfrey, Senior Director of Strategic Business Consulting at Genesys. To ensure that a self-service tool is improving the business process instead of impeding its growth, Godfrey outlined the need for companies to adopt a people-centric approach. He also highlighted emerging issues that are attracting significant interest: How can we leverage AI to start this conversation? And how can we, through AI, mimic real-life customer service interactions?

Digital self-service cannot be based on a one-size-fits-all approach. The design of effective digital self-service capabilities needs to be based on a clear understanding of the customer journey and enable a simple and frictionless customer experience.

View the full meeting video and presentations here (member sign-on is required).

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