In many respects Web self-service is a win-win proposition for service organizations and their customers. Web self-service costs service organizations less than assisted interactions, while providing customers 24/7 access to the information and actions they seek. However, Web self-service poses risks for the service organization, since unsatisfactory customer experiences with self-service can lead to lost revenue opportunities, damage to brand image, and setbacks for customer retention and churn management efforts. Service organizations are well advised to carefully integrate Web self-service into a broader strategy for delivering exceptional customer service across all channels.
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Pega CRM: Web self-service as part of a complete customer care solution
Pega is the leading provider of business process management (BPM) and customer relationship management (CRM) platforms for the communications and media industries, as well as for financial services, insurance, healthcare, and more. The majority of the top 10 communications service providers use Pega to intelligently automate key business processes and deliver individualized customer service across channels including the call center, email, Web self-service, and mobile.
What sets the Pega CRM solution apart is its ability to integrate real-time predictive analytics and automated decisioning into customer interactions in any channel. Pega uses historical and contextual analysis in tandem with rules-based decisioning to automatically determine the Next-Best-Action to take at each point within each customer interaction. For Web self-service, this means that real-time analysis of a customer’s history and their current intent drives UI presentation and guides the customer toward the optimal outcome. It also allows for real-time marketing, whereby context-sensitive marketing analytics determine the ideal cross-sell, up-sell, and retention offers to present to the customer during the interaction.
Because Pega’s solution for Web self-service is part of a broader CRM platform that includes the Pega Guided Customer Service Desktop, customers engaging in a self-service inquiry can escalate to an agent-assisted interaction and pick right up where they left off. Information about the interaction seamlessly transfers from one channel to another, making for efficient issue resolution and satisfied customers.
Web self-service can’t be static
To keep your customers happy, your Web self-service portal has to keep pace with changes in customer expectations and desires as well as with changes in your product portfolio and service strategies. Keeping pace—or better yet, leading the pace—is no problem with Pega CRM:
- With Pega’s Build for Change® technology, business users can create or update executable Web applications without any coding. Business users configure rules and models in an intuitive graphical design studio, and Pega automatically generates the application code.
- With Pega’s responsive Omni-Channel UX™, you can design a user interface once and deploy it everywhere. Screens automatically adapt to different device capabilities and screen sizes.
Pega’s support for delivering a superior customer experience doesn’t stop at the front-office. Pega offers end-to-end business process automation solutions for communications service providers, including order fulfillment system solutions that can dramatically accelerate order fulfillment cycle time and reduce order fallout.