Mobile operators failing customers online
A third of customers who call their mobile operator for support do so only because they failed to solve their problem online through their operator’s self-care website says WDS, A Xerox Company (NYSE: XRX). The company estimates that this adds €510 million (£426 million) a year in unnecessary support costs across Europe.
Online self-care is considered a key support channel for mobile operators. The average cost of resolving a customer issue online is just a fraction of handling a telephone call to a call centre. However, WDS analysis found that 32% of customers calling their operator were only doing so because they had tried, and failed, to resolve their problem online. Customers had been unable to find an online resolution to their problem either due to inaccurate, incomplete, hard-to-find or non-existent information.
“Operators’ self-care websites are often managed independently of the contact centre. This means they have very little exposure to the real support issues customers are facing and are typically only able to resolve 40% of problems effectively,” explains Tim Deluca-Smith, Vice President of Marketing at WDS, A Xerox Company. “Customers who then go on to call their operator add over half a billion euros in support costs. This is a cost that’s entirely preventable. Online self-care is designed to reduce support costs, not add to them.”