You know that customer self-service is critical for success. After all, 88% of customers expect your business to provide some sort of self-service option. So you’ve taken the time to identify the right solution and worked hard on the implementation.
Yet, when you finally launch, your self-service offerings are met with silence. Call volume at your contact center is still high, and no one is using your automated support tools. So, what’s going on?
Well, remember the old saying, “If you build it, they will come?” That doesn’t always hold true. Customers won’t use self-serve tools if they’re not aware of them. That’s why digital adoption is so important. Below, we’ll go over why digital adoption is critical for telecom and broadband providers, as well as common barriers and tips for implementing a digital adoption strategy.
Why digital adoption matters in telecom and broadband
Self-service technology is essential for telecom and broadband businesses. When done right, it can help improve key contact center metrics and lead to faster issue resolution for customers. However, companies only reap these benefits if there’s widespread self-service adoption among their customer base.
What exactly is digital adoption? Digital adoption, also known as self-service adoption, refers to customers using digital channels such as conversational AI chatbots or other automated support tools rather than calling to speak with an agent.
Self-service adoption is critical for lowering business expenses. In fact, Verizon has saved millions annually using customer self-service and other tools. However, it’s not just your company that benefits. Implementing self-service tools creates a better customer experience by providing customers with instant access to tech support and helping them troubleshoot with confidence.
Prioritizing a digital adoption strategy is also key for meeting the needs of Gen Z, people born between 1996 and 2010. Gen Z is rapidly transforming customer service with expectations for immediate answers and a preference for self-service solutions. With an estimated $360 billion in spending power, tailoring customer service to this generation presents numerous potential revenue opportunities for your business.
The bottom line? Digital adoption is crucial for reducing business expenses and improving the customer experience. When you consider the increasingly crowded telecom and broadband markets, the benefits of digital adoption are too powerful to ignore.
Common barriers to self-service adoption
You have automated support tools, yet customers don’t appear to be using them. What’s going on? Below are a few common challenges that prevent digital adoption among customers.
Lack of customer awareness
One of the primary challenges inhibiting digital adoption rates is the lack of awareness. Just because you provide interactive self-service tutorials on your website doesn’t mean customers will automatically use them. You need to let customers know such options are available.
You can easily do this by having agents tell customers when they call in to your contact center. They can even send customers a link to a tutorial via SMS or email about the issue they’re calling them about. Agents can highlight the benefits of skipping the call center queues and direct customers to where they can find self-service options if future issues arise.
Poor quality self-service tools
Another barrier to digital adoption is a lack of quality self-service options. Over half of customers say companies provide too little information online. This lack of adequate information means customers aren’t able to troubleshoot on their own effectively. Static FAQ articles just don’t cut it anymore. They quickly become outdated and often lack the depth customers need to resolve issues independently, which is just one of many examples of poor customer service experiences.
However, there is a silver lining. The fact that most companies don’t empower their customers to troubleshoot independently creates a unique opportunity for your business. After all, if you provide detailed, user-friendly self-service tools, your company can differentiate itself from the competition.
How to increase digital adoption
You know digital adoption is a win-win for both your business and your customers. So, how do you get more customers to use self-service tools? Here are a few ways you can implement an effective digital adoption strategy.
Implement self-service onboarding
Consumer onboarding can set customers up for success from the very beginning. When done correctly, it can boost product adoption, reduce churn and improve overall customer satisfaction. The customer onboarding process is the perfect time to teach self-service since it’s early in the customer journey. So, how can you effectively onboard your customers? Here are a few tips:
- Provide access to self-guided workflows
- Implement proactive customer service
- Consider using contact center AI solutions
- Ensure self-service options are WCAG 2.0 compliant
- Use tools that update dynamically to ensure accurate information
Customer self-service can involve numerous moving parts. Consider using a customer onboarding checklist to ensure you’re meeting customers’ needs and to help improve digital adoption rates.
Use interactive guides
Tools such as send-a-tutorial features are critical for any digital adoption strategy. These tools allow agents to send step-by-step guides to customers via email or SMS. Send-a-tutorial guides can be tailored to the customer’s individual device or operating system, allowing you to send customized messages, and create a more personalized customer service experience.
These tools empower customers to resolve tech support issues independently, increasing their confidence. Additionally, as customers receive reliable support from self-service offerings, digital adoption rates improve. This streamlines future tech support experiences for customers, while also enhancing your company’s call deflection rate.
Implement DIY installations
DIY installations create a seamless self-support ecosystem with interactive tutorials and in-app guidance for customers. You can use DIY installation tools to provide customers with straightforward guidance, eliminating the need to wait for a technician.
Step-by-step guidance and interactive self-service tutorials help customers get up and running quickly, potentially reducing customer churn. Not only does it help improve self-service adoption and engagement, but it also reduces truck rolls and leads to improved cost savings for your business.
Ozmo tutorial for activating the Rogers Xfinity Gateway
Use self-service as a customer support fallback
It goes without saying that good customer service should always include an option to speak to an agent. However, that’s not always an option when an inevitable natural disaster or technical issue takes agents offline.
This is why self-support tools shine during network disruptions. Here’s a very real example: a network disruption took down voice and SMS services for a U.S.-based mobile network provider. This could have easily been a disaster, with customers unable to call in for support. However, because this provider used automated support tools, agents sent interactive tutorials via in-app messaging and chat to help customers troubleshoot effectively on their own.
Real-world examples like this highlight the importance of encouraging digital adoption. Not just for instant service, but so that customers can rely on you for tech support when they need it most.
Consider using AI chatbots in self-service
There are many benefits of using chatbots in customer service. Chatbots are vital tools for helping your contact center provide instant tech support and scale customer service effectively to meet increased demands.
Often, this technology is met with skepticism, but the truth is that chatbots deliver quality customer service. The chatbots of today no longer use stiff, pre-scripted responses. Instead, many use large language models (LLMs) to better understand the context and nuance of a customer’s question and deliver more accurate support.
As customers have more positive interactions with your chatbots, they’ll rely on them more for accessing instant and accurate customer service. This not only helps boost digital adoption rates but also lets you tap into potential cost savings for your business.
Unlock the full potential of digital adoption
Self-service isn’t just about deflecting potential problems — it’s now vital for creating a positive customer service experience. Customers want answers to their tech problems fast, and self-service can help you meet their demands. By implementing a digital adoption strategy, you create a win-win for both your customers and your business.
Are you looking to take your customer support to the next level? Our white paper on enhancing AI integrations takes a deep dive into how to use self-service to streamline customer onboarding, improve customer satisfaction and increase cost savings. Download your copy today.
