{"id":1758,"date":"2022-11-18T13:16:25","date_gmt":"2022-11-18T13:16:25","guid":{"rendered":"https:\/\/solutionsreview.com\/crm\/?p=1758"},"modified":"2023-08-07T16:41:42","modified_gmt":"2023-08-07T16:41:42","slug":"increase-customer-satisfaction-with-digital-channels-and-self-service-options","status":"publish","type":"post","link":"https:\/\/solutionsreview.com\/crm\/2022\/11\/18\/increase-customer-satisfaction-with-digital-channels-and-self-service-options\/","title":{"rendered":"Increase Customer Satisfaction with Digital Channels and Self-Service Options"},"content":{"rendered":"

\"Increase<\/p>\n

As part of Solutions Review\u2019s\u00a0Contributed Content Series<\/a><\/span><\/span>\u2014a collection of contributed columns written by industry experts in maturing software categories\u2014Alison Durant<\/span>, the Chief Marketing Officer at <\/span><\/span>EngageSmart<\/span><\/span><\/a>, explains how (and why) self-service digital channels are essential to improved customer satisfaction.<\/strong><\/em><\/p>\n

Recent years have seen stunning advancements and innovations in the digital realm beyond what anyone might have dreamt of only a decade ago. Driven by a rapidly evolving global landscape and the circumstances of the COVID-19 pandemic, brilliant minds across every sector have mobilized to advance the role of technology in distance learning, telehealth, contactless deliveries, and more. And while digital payments have made significant strides\u2014for example, many have seen <\/span>significant increases in digital payment adoptions<\/span><\/a>\u2014the experience of paying bills online is nowhere near as streamlined as it should be, given that digital payments were introduced in the mid-1990s. Limited options and glitchy interfaces are still shockingly commonplace.\u00a0<\/span>\u00a0<\/span><\/p>\n

Ineffectual digital customer interactions are costing companies both customers and employees every day. Too many organizations prioritize digital growth but fall short in their optimization. Cumbersome processes have serious ramifications and can create dissatisfied customers who channel their frustration through help desks while employees spend valuable time fixing preventable issues. <\/span>\u00a0<\/span><\/p>\n

More and more large companies, ranging from <\/span>Nike to JP Morgan Chase<\/span><\/a>, are doubling down on integrating technology, enabling the kinds of smooth and customized options that today’s customer-driven landscape requires. It’s time for other organizations, regardless of size, to shift their attention from simply maintaining digital offerings to creating customer experiences that facilitate self-service and options that are not only tenable but delightful.<\/span>\u00a0<\/span><\/p>\n

Self-Service: The Way of the Future\u00a0<\/strong><\/h3>\n

Gone are the days when simply offering digital payment and account management options differentiated a company from the competition. In today’s landscape, customers expect to take care of payments and other account activity easily, on their schedule, and online. According to a <\/span>McKinsey survey<\/span><\/a>, consumers are more likely to recommend companies to others with consistent and personalized experiences across channels. That means the infrastructure to support and facilitate these interactions is now table stakes.\u00a0<\/span>\u00a0<\/span><\/p>\n

McKinsey also finds that a substantial 62 percent of customers prefer self-service options over speaking with a company representative, and 75 percent agree it\u2019s more convenient.\u00a0In many sectors, the secret to happy customers is to leave them to their own devices\u2014or at least provide the tools that enable them to handle essential functions and issue resolutions on their own if they choose. <\/span><\/p>\n

While the need for streamlined digital payment options is more evident in some industries than others (i.e., insurance and utilities), every industry can benefit from paying more attention to keeping customers happy through better digital options. This requires access to choices that make self-service easy and a strong team standing by to help customers who prefer a more personal touch when interacting with a brand.<\/span>\u00a0<\/span><\/p>\n

An interesting use case is in the non-profit world<\/a>, an often overlooked but critically important sector that tackles some of the world’s biggest challenges\u2014from access to clean water to furthering medical research and human rights. Raising funds for these missions requires a payment process that facilitates donations, which becomes a heavy lift when in-person fundraising is suspended, like during the pandemic. <\/span><\/p>\n

During that time, non-profits were forced to identify new ways to engage by providing the proper support while keeping customization and self-service options fully available. For example, The Lesbian, Gay, Bisexual, and Transgender Community Center of New York successfully shifted its major annual fundraiser from an in-person bike ride to an accessible <\/span>virtual event<\/span><\/a>, raising more money than ever.\u00a0<\/span>\u00a0<\/span><\/p>\n

Driving Self-Service Payments \u00a0<\/strong><\/h3>\n

Savvy companies realize that offering self-service options in the form of tools like online payment portals, AutoPay, and digital wallets is more convenient for customers and hugely beneficial for their organizations. Results include:<\/span>\u00a0<\/span><\/p>\n