Читать книгу The Customer Education Playbook - Daniel Quick - Страница 29

Once upon a time, self-service meant doing something yourself to save on money or time, often at the expense of the experience. Think about it. A self-service café, even at its best, cannot match the experience delivered by a fine-dining restaurant. Mowing your own lawn might not get you those smooth lines, but hey – you've saved a few dollars in the process.

With the rise of digital experiences, however, this is no longer the case. Self-service is now synonymous with speed, agility, flexibility, and satisfaction. Customers don't have to sit on hold or wait for an agent to get back to them via email. When it comes to customer education, you can use self-service to empower your users to get more out of your product.

Of course, that doesn't mean your support reps can't get the ball rolling. With the right content and training in hand, support interactions can be transformed into learning experiences, and as your support agents continue fielding tickets, they can begin to create macros in response to the specific kinds of questions that they're being asked. The macros could include links to helpful resources, a recommendation for additional training content, or even the support agent themselves doing a quick tutorial on the spot. In this way, your customer education program begins to transform support interactions into learning experiences and even operationalizes them in the moment.