Are your self-service initiatives reaching their full potential?
Self-help use is rising yet only 22% of support cases are fully resolved.
Reducing the deflection gap is vital to self-help success, here’s how.
Self-service initiatives are the foundation many companies rely on to scale support efficiently. However, despite the widespread adoption of self-service channels, there is a significant “Deflection Gap” that needs to be overcome to maximize its impact.
Understanding the Deflection Gap
The Deflection Gap is the difference between the Usage Rate of self-service resources and the Resolution Rate of issues solved without direct support from assisted resources.
The Deflection Gap serves as the best indicator of the effectiveness of your self-service initiatives.
If you have a high deflection gap – your self-help services are underperforming.
A Deflection Gap can be caused by three primary factors.
- Content: Often, the content required to answer questions either does not exist, cannot be found, or is incomplete. This is the most common reason for the Deflection Gap, occurring 40% of the time.
- Comprehension: This accounts for 29% of the Deflection Gap and occurs when the content found cannot be understood by the user, usually because it is not well aligned with the skills or expertise of the intended audience.
- Confidence: This factor drives 31% of the Deflection Gap. Customers may find helpful resources but lack the confidence to apply this information without the validation of an expert.
Closing the Deflection Gap
Every self-service initiative is different and will likely have unique reasons for the level of performance it can achieve. The key is to understand how to optimize performance.
- Establish the Deflection Gap: Calculate the “gap” between self-service usage and full resolution (deflection).
- Identify the Root Causes: Evaluate the reasons behind the gap – content, comprehension, or confidence. Use data analytics and customer outreach to understand why self-help did not fully resolve their issue.
- Close the Gap:
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- Fill content gaps by identifying topics not adequately covered.
- Ensure that self-service resources are properly aligned with the audience(s) you serve to enhance customer comprehension of materials.
- Use appropriate formats for conveying information, such as articles, videos, and step-by-step guides.
- Build customer confidence in self-help resources by demonstrating their adequacy in resolving issues.
Closing the Deflection Gap is not just about enhancing self-service resources but also about understanding the customer’s journey and addressing their concerns effectively. By improving on content, comprehension, and confidence, companies can scale support delivery and assure more efficient and satisfying self-service experiences.
For more insights and guidance on optimizing your customer support strategies contact ServiceXRG.
