Web Self Service

Web Self Service is an excellent tool for any organization - buy on-line, book on-line, check status, there are ample examples everywhere for every industry and every business.

As with everything there are pros and cons. I'm writing a few lines as one client believes that Web Self Service is the answer to all his company issues.

Some things to watch for:

Web Self Service (WSS) does not mean lower costs because you need less warm bodies. You can reduce some costs however you will always need people, their role is simply different in a Web Self Service environment.

Still need human interactions.
Still need to build the relationship with the customer.
Still need to deal with issues that arise that can not be solved with WSS.
You will have inquiries generated by WSS.
Still have to maintain loyalty and build the business.

Use WSS to add to the business, to leverage resources, to multiply what you do well. To maximize value to the customer.

WSS is only one 'tool' to use.

You will have to drive customers to your WSS site. It has to be value added, easy to use and a little 'fun' to ensure they get the best of the experience.

You will have to monitor their experiences and take action on what customers are saying.

You have to ensure the WSS is personalized, intelligent, seamless - access to phone assistance, web-chat, etc.

WSS is not an extension of what you currently offer, it is a separate offering.

WSS can be as small or as big as you want or need it to be. From simple FAQ pages to on-line ordering. If in doubt start small, monitor, get feedback and grow, it is a place to be.

Ensure that WSS is not a silo of information - it has to be current, dynamic, alive.

To succeed, remember that Web Self Service is your company interacting with customers; it can add real value or create real frustration.