What exactly is deflection, and how do we measure it? This is one of the most frequently asked questions I receive from clients.

There is overwhelming evidence that customers want to resolve their own issues via self-service, and doing so is far cheaper for the vendor than assisted service. This is one instance where customer satisfaction aligns perfectly with cost efficiency, meaning everyone from the CFO to the Chief Customer Officer to the customer themselves loves case deflection. If done correctly, that is.

But to measure something, you must first define it. So, let’s look at what constitutes a good deflection event and how success is measured.