Self-service 2.0: An engaging experience for the social customer?
Online self-service is about more than merely migrating call centre activity to the web. In this extract from his upcoming book, Customer Experience Strategy: The Complete Guide from Innovation To Execution, Lior Arussy explains that self-service in the age of Web 2.0 is all about collaboration - and highlights the leading-edge organisations that are pursuing this.
- Self-personalisation experiences, which give consumers control over the look, feel and personal elements of interactions with your brand.
- Self-expressive experiences, which puts the consumers’ individual stamp on your services and your brand — in essence, co-creating the value proposition you deliver to your customers.
- Lasting experiences, which both evoke and preserve memories that lay the foundation of all future customer interactions.
- MyShape.com’s "Your Personal Shop" asks questions about customers’ shapes, styles and fit preferences and measurements, then picks among seven body shapes to consumers can shop according to their shapes.
- Steve Madden’s "Design Your Own" feature allows footwear customers to, yes, design their own (a privilege that costs about 25-30% more than a similar non-customised shoe, according to USA Today.
- The Capital One Card Lab experimented with allowing cardholders to select the card features and attributes important to them — for instance, opting for a slightly higher interest rate to increase the rewards earn rate.
- Jones Soda allows its customers have a personal photograph featured on to one of its soda bottles.
- They capture what would have otherwise been third-party business.
- They command higher margins with the increased price of the service.
- They reduce returns — customers are less apt to return their shoes than they are your one-design-fits-all shoes.
- They personalise their customers’ experience with a co-creation platform.
- They appealed to the tribal customerby allowing customers to share their designs with their friends — via the website.
- They potentially opened up a test laboratory to watch for other fringe behaviors and fuel further innovation.
Lior Arussy is the founder and president of Strativity Group, a global customer experience research and consulting firm specialising in design, innovation and deployment of differentiating, profitable customer experiences. His books include Excellence Every Day: Make the Daily Choice and Passionate & Profitable: Why Customer Strategies Fail and 10 Steps To Do Them Right!
His latest book - Customer Experience Strategy: The Complete Guide From Innovation To Execution - will be released shortly.