Customer service case deflection has become an increasingly popular way for businesses to deal with customer inquiries. It can help to speed up the process, freeing up staff time to focus on more important tasks. However, it is not without it’s downsides – deflection can sometimes lead to customers feeling ignored, neglected, or can cause confusion if it is not used correctly. As with all aspects of business, it is important to weigh up the pros and cons of customer service deflection before deciding on whether or not to implement it.
In this article we will cover:
- What is customer service case deflection?
- The benefits of customer service deflection
- The downsides of customer service deflection
- How to decide if customer service case deflection is right for your business
- Examples of businesses that have used customer service case deflection successfully and unsuccessfully
What is customer service case deflection
Customer service case deflection refers to the use of technology to handle customer inquiries, either through automated systems or outsourcing to a third party.. This can include things like online chatbots, self-service portals, and social media support.
The benefits of customer service automation
There are several benefits to using customer service case deflection, including:
- Speed – Automated systems can handle customer inquiries much more quickly than humans can, which can speed up the process of dealing with customers.
- Efficiency – Case deflection can help to free up staff time so they can focus on other tasks.
- Cost savings – Automated systems are often cheaper than hiring human staff, and don’t require paid leave or holiday time.
- Accuracy – Automated systems are less likely to make mistakes than humans.
The downsides of customer service case deflection
However, there are also some downsides to using customer service case deflection, including:
- Customers feeling ignored or neglected – If the automated system is unable to solve their problem, customers may feel like they are being ignored or that their inquiry is not important.
- Confusion – Systems can sometimes be confusing for customers if they are not used correctly. This can lead to customers getting frustrated and giving up on trying to get help.
- Lack of personalisation – These systems cannot provide the same level of personalisation as a human customer service representative can. This can lead to customers feeling like they are not being taken seriously or pushed away.
How to decide if customer service case deflection is right for your business
Before implementing customer service case deflection, it is important to weigh up the pros and cons of doing so. Some factors to consider include:
- The size of your business – If your business is small, you may not have the resources to implement and maintain this technology.
- The type of products or services you offer – If you offer complex products or services that require a lot of explanation, a case deflection system may not be the best option.
- The nature of your customer base – If your customers are likely to need personalised assistance, or are of a demographic that chooses to call over using digital channels, you may not see the same success as other businesses.
Examples of businesses that have used customer service case deflection successfully and unsuccessfully
Some businesses have had more success with customer service case deflection than others. Here are a few examples:
- Successful – Amazon is a prime example of a business that has utilised customer service case deflection to great effect. Their online chatbots are able to handle a high volume of customer inquiries quickly and effectively, and their self-service portal is easy to use.
- Unsuccessful – airlines generally have many opportunities in this space. This is because their products are complex and often require personalised assistance, which automated systems are unable to provide. As a result, customers can often end up frustrated when trying to seek help from an airline.
The success of customer service case deflection will depend on the specific needs of your business and your customers. Before making a decision, it is important to weigh up the pros and cons of automation and decide whether it is the right solution for your company.