Imagine this: a customer visits your service portal because their order hasn’t arrived yet. It’s a simple issue, one that could be solved with a quick delivery status check. Instead of waiting in line to speak to an agent, they’re redirected to an FAQ page or a self-service form. Problem solved in minutes.
Now consider another case: a customer facing a complicated billing dispute. They dial customer support, but instead of connecting with a human, they’re looped through endless automated messages and chatbots. Frustration builds, and soon they may be ready to abandon your brand altogether.
What do these two scenarios show us?
Together, these contrasting experiences highlight the double-edged nature of deflection. When done right, it saves time and improves satisfaction, but when misused, it risks alienating the very customers you’re trying to serve.
As per McKinsey, companies embracing digital-first approach can cut costs by up to 30% while ensuring customer satisfaction by over 19%. But without balance, deflection quickly turns into deception, making customers feel dismissed rather than supported. The question businesses must ask is: are we empowering customers, or accidentally pushing them away?
In this blog, let’s take a closer look at the concept of deflection, its benefits, its pitfalls, and how it impacts customer empowerment.
What Is Deflection and How Does It Impact Customer Service?
Deflection is the practice of redirecting customers from one channel to another, usually from high-cost channels like voice calls to digital alternatives such as chatbots, FAQs, or community forums. The goal is simple: provide faster resolutions while reducing operational costs.
If done well, it helps customers solve problems independently and saves agents from repetitive tasks. If done poorly, it feels like a roadblock that prevents customers from reaching the help they actually need.
Behind the Scenes of Deflection: How Does Call Deflection Work?
When a customer calls, call deflection typically routes inbound phone queries or alternative support avenues like chat, messaging, or self-service knowledge bases. This reduces call volumes, freeing up agents to handle more complex cases.
For instance, many contact centers find that a small percentage of recurring issues drives the majority of call traffic. Redirecting these common questions to digital self-service not only saves time but also cuts costs significantly. Ideally, call deflection empowers customers to choose whether they want a quick self-service fix or a deeper conversation with an agent.
Why Deflection Can Be a Win-Win: Advantages of Deflection in CX
When applied strategically, deflection adds value to CX and delivers tangible benefits for both brands and end-customers given below:
- Creates better journeys: A seamless blend of digital and human touchpoints shapes smoother experiences.
- Boosts efficiency: Agents spend comparatively less time on repetitive and simple questions and more on high-value or complex issues.
- Cuts operational costs: Digital channels are cheaper to maintain than traditional call centers.
- Enhances First Contact Resolution (FCR): Directing simple queries to self-service channels improves resolution rates.
- Shortens handling times: Customers avoid long wait times and complex transfers.
- Increases satisfaction metrics: CSAT and Net Promoter Scores (NPS) rise when customers feel supported quickly.
- Improves privacy: Sensitive matters can often be handled more securely online.
- Available anytime: Digital tools, forms, and FAQs are available to the end-users 24/7.
When Deflection Turns into Deception: The Hidden Disadvantages
The risks of relying too heavily on deflection can be significant. While it may be a cost-effective strategy, it also carries clear drawbacks if not implemented carefully, as outlined below:
- Loss of personal touch: Customers can feel disconnected or robotic without real human interaction and personalization.
- Complex issues remain unresolved: Some problems simply require human expertise.
- Inconsistent and confusing experiences: Switching between multiple channels can confuse customers.
- Risk of customer’s frustration: Over-reliance on bots or FAQs can irritate users who need personalized help.
- Weak brand perception: A company that appears to “avoid” customers may harm its reputation.
- Limited feedback collection: Self-service options reduce opportunities to capture direct insights.
- Reduced loyalty: Customers may question whether the company values efficiency over care.
- Higher churn risk: Frustrated customers are more likely to abandon the brand.
Smart, Customer-friendly Deflection Strategies for Modern Brands
New-age brands and businesses that are succeeding with deflection take a digital-first but customer-centric approach. These tactics and strategies include the following:
1- Develop strong self-service options
As per Gartner’s statistics and reports, 70% of customers, nowadays, expect a company’s website to have some self-help options or self-service applications. So, a well-designed self-service strategy not only empowers customers but also reduces call volumes, freeing agents to handle more complex issues. To develop self-service options, consolidate FAQs, knowledge bases, forums, and status portals into an easy-to-navigate hub so customers can resolve issues independently.
2- Leverage Google’s Business Messages
Research shows that messaging channels can increase customer satisfaction scores by 20% compared to voice calls. So, enable customers searching for your business on Google Maps or Search to message directly, instead of calling; this reduces phone dependency as well. This channel meets customers exactly where they are, at the discovery stage, and provides immediate engagement without the friction of dialling a number.
3- Offer a choice of digital channels
A recent Forrester study revealed that businesses offering omnichannel support see a 91% higher year-over-year customer retention compared to those with siloed service channels. Let customers pick their preferred platform, such as WhatsApp, SMS, chat, or email, while maintaining conversation history for seamless continuity. Providing multiple channels acknowledges that different demographics prefer different ways of engaging with brands.
4- Use Apple’s Chat Suggest
Studies indicate that offering familiar, device-native channels increases adoption rates and significantly improves the overall customer effort score. Intercept incoming calls with the option to switch to Apple Business Chat, giving customers convenient digital access without frustration. This feature integrates directly into the iPhone’s native Messages app, making it more seamless and trustworthy for customers.
5- Adopt AI-powered chatbots
As per a report by Deloitte, AI-driven customer service can lower AHT approximately by 40%, while also creating chances for providing proactive customer service. Use AI for customer empowerment by analyzing intent, suggesting accurate answers, and continuously improving through machine learning. Beyond deflecting simple queries, advanced bots can personalize responses based on customer history and predict next-best actions.
Pushing Customers Away or Empowering Them?
Which side are you on? Call deflection or customer empowerment?
Is deflection hurting or helping your customers?
There is a fine line between customer frustration and empowering them, while using deflection. So, do your customers feel guided, or do they feel pushed aside?
Today, time is the most valuable asset, especially in CX, as the attention span of people has reduced to a great extent. 66% of customers say respecting their time is the biggest factor in positive CX.
Traditional helplines and automated voice menus are gradually losing relevance. Customers want fast and digital-first solutions, but at the same time, they want personalized services. The challenge for businesses is to make deflection feel like an option, not an obstacle, ensuring customers feel empowered rather than abandoned.
Final Words: Balancing Efficiency with Customer Care
The truth is, not every query should be deflected, nor should every interaction go through an agent. Success lies in understanding when deflection enhances experience and when human connection is essential. By carefully designing self-service strategies, integrating proactive customer service, and measuring results with metrics like the customer effort score, businesses can achieve both cost savings and customer empowerment. It is necessary to find harmony between automation and empathy.
At 1Point1 Solutions, we believe in creating this balance through the diverse CX and DX services we offer. As a modern, customer-centric partner, we leverage AI, automation, and human expertise to design experiences that prioritize satisfaction and loyalty. With a growing presence in the CX industry and a team of 5,600+ agents, we help businesses implement the latest technologies and best practices to keep customers empowered at every step.
Work with us to create customer journeys that combine innovation and empathy, turning every interaction into a step toward empowerment and loyalty.
Want to Partner with 1Point1? Connect with us at:📧 Email: communication@1point1.com📞 Call: 022 66873803
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