This document discusses increasing adoption of self-service options by customers. It notes that customers prefer self-service over calling support centers, and that self-service can significantly reduce business costs. However, forcing customers to only use self-service risks poor customer experience. The document recommends making comprehensive information easily accessible online, blending self-help with live assistance, incentivizing but not forcing self-service, and using tools like WalkMe to guide customers through complex processes. Done right, self-service adoption can improve the customer experience while reducing business costs.

1. Increasing Self-Service
Adoption
Presented by: Tomer Hason, Director of Technology and Operations, WalkMe TM

2. Customer Desire Self-Service
“83 percent of consumers said they would follow proactive
notification instructions, rather than call the contact center.”
amdocs

3. Self-Service Market is Growing Because it Makes
Financial Sense
“Fuelled by customer demand, organizations are escalating their
web self-service deployments as they see the cost saving and
productivity benefits.” GARTNER
“Self-service strategies not only help to increase NPS but can
substantially reduce call-center traffic, deflecting more than 40
percent of calls to lower-cost alternatives.” amdocs

4. Why is Self-Service Good for Your Business?
 Improves customer experience
 Reduces incoming support requests
 Fights customer attrition
 Dramatically reduces help-desk costs:
• Incoming support requests
• Inbound calls
• First contact resolution
• Cost of training

5. Self-Service can be Forced
• Limit option for manual support
• Employ less call center staff
• Direct callers to tutorials
• “Let's make the phone number impossible to find“
• They will find it, eventually, and vent their frustrations on
the helpless agent.
If there is no other choice customers will use self-service, but that
doesn’t mean they will like it, let alone love it.

6. The Right Way to
Encourage Self-Service

7. Make Sure Data is Available and Accessible
• Post all the information online
• Improve the search functionality
• Promote self-service low-key
• Include the URL of the web site
Mention it ONLY ONCE on the Automatic Call Distributor
• Ask agents to pleasantly promote the online knowledge base:
"I found an answer for you. It's document 1234. Here's the link to it…”

8. Blend Self Help with Assisted Help
• Make your customers trust self-service
• Seamless escalation to an agent
• Create Support Communities
Tip: This should be used carefully as it can cause frustration in
high ticket items.
• Entice customers to help each other.

9. Incentives to Customers – Do it Carefully
• Pass to customers the cost benefit of self-service
• Credit the customers who use the high value self service tasks
• Have lucky draw/sweepstakes instead of trying to give incentives
in pennies
• Create an incentive plan for customers participating in
constructive discussions and support communities

10. Monitor and Measure Self-Service
• Put someone in charge
• Track:
• Number of self service sessions
• Success rate for assisted support
• Regularly audit customers' requests to assisted
support

11. Avoid “Too-Much” Self-Service
• Self-service is not a replacement for good customer
service
• There is a point where customers grow weary of
self-service
• Taking self-service too far will run the short-term risk
of customer frustration and the long-term risk of
customer defections.
“Don’t leave customers feeling like they are doing your job. Don’t
give them the impression that speaking with a live person is a last
resort option. ”

12. Create Self-Service Adoption Plan
• Implement a “test and learn” environment.
• Balance the realities of resources to improve self service with
the ability to carry out changes and then learn from those
changes.
• Find out the top requirements of your customers and devise a
self-service solution that suits their needs and desires
Carefully choose efficient, self-
service productivity tools

13. How WalkMe Increases Self-service Adoption?
• WalkMe™ enables companies to simplify the customers’ online experience and
eliminate user confusion.
• Similar in concept to GPS, but instead of giving driving directions, WalkMe™ guides
users to self-task successfully through even the most complex processes.
• Through a series of interactive tip-balloons overlaid on the screen, tasks are
broken down into short, step-by-step, guided instructions, which help customers
progress during their online experience.
• This is an easy alternative to the frustration of following video tutorials or digging
through tedious Q&A pages
And that encourages the user’s will to Self-task

14. Market Outlook for Self-Service
“By 2015, the marketing budget allocated to retaining
customers and increasing loyalty through customer
service will more than double.”
• Radical levels of customer service, which account for an
average of 75 percent all customer interactions, threaten
to undermine the customer's affinity for brands in 2012.
Gartner

15. Self-Service is Here to Stay
• Over 80 % prefer good self service than calling the contact
center,
….and this number is growing ….
• You don’t have to FORCE Self-service!
• Make sure data is available and accessible
• Carefully choose efficient, self-service productivity tools
• Seamlessly blend self-help with assisted help
• Monitor, measure and adjust

16. Thank You
Tomer Hason
Director of Technology and Operations
WalkMe.com

17. About WalkMe
Founded in 2011, WalkMe launched its “WalkMe Web Guidance” system in November
2011, and since then reached hundreds of paying customers. WalkMe has offices in San
Francisco and Tel-Aviv. WalkMe has raised about $7M in several rounds of financing,
the latest round of $5.5M closed in October 2012, with the participation of three VCs:
Gemini Israel Ventures, Giza VC and Mangrove Capital Partners.