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Self-Service Maturity - Define, Assess, Improve
Service XRG, Sep 2008, Pages: 21
Good self-service can dramatically improve service delivery efficiency and customer satisfaction. But executed poorly, it becomes a barrier to effective customer interaction, resulting in wasted time and effort and, ultimately, customer resentment.
Obviously, there’s a great deal at stake for those organizations developing and executing a self-service strategy. Getting self-service “right” is not a matter of trial and error, but rather the result of a clear vision and ability to execute.
Mature self-service initiatives provide the greatest opportunity to ensure the customer can help themselves. Maturity in this context is a reflection of a service organization’s commitment to understand who their self-service target audience is and what it needs. Achieving maturity also requires providing access to the appropriate resources in such a way that customers can find, understand and apply solutions without the need for direct assistance. This commitment results in more successful self-service transactions, which in turn leads to continued customer use of self-help resources.
Competencies and Capabilities
This report identifies six distinct competencies that are fundamental to effective self-service initiatives. Competencies encompass all activities — from strategic planning to customer adoption to performance measurement. The following six competencies are covered within this report:
- Self-Service Strategy
- Self-Service Offerings
- Self-Service Content
- User Experience
- Marketing and Awareness
- Measurement
This report defines four levels of self-service maturity across six self-service competencies. The report outlines the primary characteristics and attributes that characterize each stage of self-service maturity and the key metrics for measuring performance.
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