Design for Self Service
How many of us have got frustrated waiting for the callcenter guys to empathize our situation and fix our random issues, all those endless searching on the websites/google for an immediate fix, how often have we messed around with the inflight entertainment system hoping it would work faster and could be easy to handle and understand our preferences. This quest is endless.
A few months ago I saw this couple struggling to deposit their savings, through a ATM machine, the queue which was building behind them was intimidating and daunting further making the experience worse.
This is where I see the application of self service. As Designers we have a huge role to play here on both customer and business ends.
Why Self Service?
For a User — Better usage of the product, Easy and Delightful Experience
For a Company — Reduction in Support costs, More collaboration with the customers, Increased customer satisfaction
What is a great self service Experience?
Creates a Perception that its more convenient than other channels
Highlights the benefits, encourages and stresses on self service
Allow the customer to achieve their key goals without fiction
Instil confidence in the customer that they can achieve their goal on their own
Give an Overview
Provide a human and personal touch
Create delight through small, unexpected touches
Another fine example would be Bookings.com — Once you book a stay through bookings.com, as your vacation date gets closer they send emails which brief you on what all can be done in the destination and a location guide. This kind of unexpected touch interests user and motivates to interact more with the site.
Carry the customer’s information across when they choose to switch channel or device
Today most of the apps have achieved this across platforms. Be it reading a book on kindle before you snooze, continue it on your mobile on the way to work , and then again on the PC at work, the reading experience remains the same.