We know that many businesses aspire to self-service delivery models, but creating the right model can be a challenge.
One recent project in financial services has shown us how challenging it can be to get this right.
We showed our client how important it is to understand the person in the context of their lives before we can work out what kind of service delivery model suits them, especially when we are talking about a complex financial product.
Our qualitative interviews revealed that self service methods can deepen customers' emotional connections to the brand - it feels as if this company understands how little time I have and how I live a digital life.
On the other hand, some customers tried to use chat to ask complex questions, some of which went unanswered. Self-service was the wrong model for them but they were steering away from a phone call fearing long waits and heavy-handed selling.