“Selfcare”. This is a word that is necessarily evoked at some point when implementing an omnichannel customer relationship strategy. But what is it?
The «selfcare» is to give consumers the means to be autonomous at the different stages of their buying journey and to find answers to their questions without human intervention, whether before, during or after the sale.
Who has never been annoyed to listen for long minutes to music waiting for a customer service that is hard to reach? Consumers want answers, easily and... quickly!
The «selfcare» can therefore meet a major need: that of solving problems by oneself without going through a customer service. When you know that 72% of Internet users claim it (according to a Forrester study), it’s hard to miss it.
Autonomy |
Selfcare allows customers to freely manage their needs without constantly depending on customer service. They are able to find answers to their questions and make decisions without outside intervention or pressure. This autonomy helps to improve their customer experience and often leads to increased satisfaction and loyalty. |
Speed |
Selfcare reduces the time it takes to get an answer at every stage of the purchasing process. Customers can access resources that guide them in their choice, allow them to get an answer, make a diagnosis or get technical support online, often without time constraints. |
Customization | Selfcare allows customers to personalize their experience based on their preferences. The tools can enable custom recommendations or include advanced search filters. Personalization strengthens the emotional link between the customer and the brand, promoting loyalty and positive recommendations. |
Problem solving | Selfcare allows customers to solve their problems as soon as possible. This may include troubleshooting guides, detailed FAQs, and preventive alerts. Proactive problem solving reduces customer frustrations, improves brand confidence and positions the brand as proactive in its commitment to satisfaction. |
Reduction of support costs | Selfcare helps reduce customer support costs by providing customers with autonomous tools to solve their problems. This reduces the customer service workload, allowing the company to achieve significant savings while maintaining high customer satisfaction. The resulting operational efficiency can be a key factor in market competitiveness. |
Improved operational efficiency | Selfcare improves operational efficiency by enabling customers to quickly solve their problems without requiring constant staff intervention. This frees up internal resources, allowing employees to focus on higher value-added tasks. Companies focused on operational efficiency can benefit from smoother processes and optimized resources. |
Customer Data Collection | Selfcare generates valuable data on customer behavior and preferences. By analyzing this data, companies can gain in-depth insights into their customers' needs, which can inform marketing, product and service strategies. Intelligent use of this data can make the company more relevant to the market. |
Branding | Offering selfcare solutions demonstrates a commitment to customer satisfaction and innovation, thus strengthening the brand’s reputation. Companies that promote selfcare tools show that they are attentive to their customers' needs and adopt modern approaches to improve the customer experience. This can result in a more positive brand image and increased loyalty. |
Flexibility in demand management | Selfcare allows companies to manage demand variations more effectively. Autonomous customers can access the services at any time, spreading the load over a wider time range. This flexibility is particularly crucial for companies operating in markets with high demand or subject to seasonal variations. This helps maintain high levels of service, even during peak periods. |