You may think that “it’s better to ask someone that will look up for something for me.” But statistics show the contrary. Internet Users Prefer Self-Service.
Internet users prefer to find the information online, principally with the help of tools that facilitate self-service whether they be intuitive navigation, search engines or virtual assistants.
However, it is true that if they have a complaint, they prefer to have someone who will listen and answer.
Human beings are curious by nature, but impatient. New technology means that the time factor is changing. The more technology comes up, the sooner we expect things.
Taking this concept to the business field, users are curious, they look, study things, use social networks, solve problems, and when they want something, they want it now. The search for information to answer users’ questions is becoming the daily bread of selling more. Patience when waiting is inversely proportional to impulse buying. Imagine you are walking down the street, you see a sweater you like. But you realize it’s not your size. The shop assistant offers to get one from the warehouse or you can come back tomorrow and collect it. Looks like you’re not getting that sweater after all, you’re not coming back tomorrow.
It’s the same with everything. Immediacy and good service are the basics of sales and loyalty.
The answer is obvious. What would you prefer: to pay €82 and receive the goods in 2 weeks, or pay €85 and get it in 24 hours? Would you prefer to queue or jump?
If you want your business to grow, focus on making things easier for users.
Users want to look for themselves. And the easier it is, the happier they will be. If they have a specific concern, our experience in the industry has told us about the need to pass them to a real human contact. This channel is indispensable. You can’t automate everything, there are certain things that are unavoidable.
Websites, search engines and virtual assistants are perfect tools for providing self-service, but less effective for handling complaints.
Of the over 500 virtual assistants we have created in the past 10 years, the results have been very clear. We have success stories that have improved user experience from the very beginning, reduced customer service costs by 22% in the first month, and increased conversion by up to 42%.
Self-service is very effective at attracting customers and clearing up any questions. But for solving problems, it’s better to listen to the client. Only a human can persuade another human.
Therefore, my recommendation is to try to automate whatever you can, except for complaints. Make the most of these, they are a strength. Customer who feel that their problems are being solved will be loyal customers.
When someone is angry because a company has done something wrong, they don’t want to talk with machines, over the phone or online: they want to talk with someone who can solve their problem. This is a very important fact to keep in mind, because machines can’t solve all problems, but they can help with everything else. When people do not want to talk to other people, when doing a simple search, or when they have a specific question about a possible purchase, it’s important that users can answer their questions in real time.
According to studies, the percentage of people who consider it more important to read reviews about a product rather than its features is increasing. If I can find the information I want, I might be convinced by the product, but if I can’t, I will be more reluctant.
Just like users don’t want to have a conversation via live chat for 10 minutes for information you could quickly find on the website, companies don’t want to (or can’t) provide live chat assistance 24/7. Especially when 80% of the questions are repeated. That’s why virtual assistants were created.