New Ideas in Marketing
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Companies should make customer self-service effective and easy in order to drive growth.

The author suggests that companies should enable customer self-service to connect customers to the right answer or resolution. This can be done by the timely delivery of accurate content to educate customers, making them confident about their purchase. Doing this could decrease “buyer’s remorse” thereby decreasing returns.

Forrester’s data suggests that two-thirds of consumers believe that the most important thing a company can do to provide good service is to value the consumer’s time. Delivery of self-service to customers should involve having full visibility of the customer’s journey and must be done when the customer is engaged.  

Customer self-service also helps drive engagement by seeking customer suggestions that can help brands identify “areas of friction” within the product. Additionally, self-service leads to greater customer satisfaction while reducing operational costs for the company. 

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