Customer service is one of the single most important factors that for a company to differentiate itself from others. Customers expect great service, and they expect to be served immediately. But they’re also prepared to help themselves. They would rather use a kiosk than stand in a queue. They would happily use a website instead of calling the contact centre to speak to a real person. As more companies look to automated ‘self service’ options, usability is increasingly important. Self service can be used to reduce customer support costs AND increase customer satisfaction if done correctly.

In this presentation, I will share some general principles of self service and the role of usability. Examples will be used from real projects to demonstrate this powerful new method of getting ahead of your competitors.