What deflection looks like in practice
Deflection happens when a customer who would normally call instead finds what they need through a different route. Common deflection strategies include:
- FAQs and knowledge bases that answer common questions before customers need to contact you
- Chatbots or virtual assistants handling simple queries
- Account portals where customers check balances, update details, or track orders themselves
- SMS or email alerts that proactively answer questions customers would otherwise call about
- Community forums where customers help each other
- Video tutorials or guided walkthroughs for common tasks
The critical distinction is between deflection and avoidance. Deflection provides a better solution through a different channel. Avoidance simply makes it harder to get help.
Why contact centres focus on deflection
Phone calls cost money. Agent time, telephony infrastructure, and all the supporting systems add up quickly. A straightforward balance enquiry might cost £5-10 to handle by phone but pennies through digital self-service. When you’re handling thousands of contacts daily, those differences matter.
But cost isn’t the only driver. Many customers genuinely prefer self-service for simple tasks. They don’t want to wait on hold at 9pm to check an account balance or reset a password. They want to sort it themselves, immediately, without speaking to anyone.
The challenge is knowing which contacts should be deflected and which require human support. A password reset? Perfect for deflection. A vulnerable customer with a complex complaint? Absolutely not.
Good deflection versus bad deflection
Good deflection makes things easier for customers. The self-service option is faster, more convenient, and more accessible than calling. Customers choose it because it works better, not because you’ve hidden the phone number.
Bad deflection frustrates customers by forcing them through unhelpful channels before they can reach a human. The chatbot that goes in circles. The IVR maze that won’t let you speak to someone. The website that claims to answer your question but doesn’t. The “help” that wastes time and builds rage.
Contact centres implementing deflection need to monitor what happens next. If deflection attempts result in customers calling anyway (and angrier than before), you’ve created a worse problem. If customers successfully resolve issues themselves and don’t need to contact you again, deflection is working.
Deflection across different channels
Most deflection strategies focus on moving demand away from voice, but channel preferences vary by customer type and situation.
Web self-service
Knowledge bases, FAQs, and account portals work well for straightforward queries where customers want quick answers. The key is making information genuinely findable. Many organisations invest in self-service content that customers can’t locate when they need it. Search functionality, clear navigation, and properly indexed content determine whether deflection succeeds.
AI and chatbots
AI-powered chatbots can handle simple, repetitive queries effectively – checking order status, updating contact details, providing account balances. The technology works when queries are predictable and answers are straightforward.
Problems arise when chatbots pretend to understand complex requests they can’t handle, or when they trap customers in loops rather than escalating to humans quickly. AI for customers should recognise its limitations and hand off gracefully when needed.
Proactive communication
Sending automated updates prevents inbound contacts entirely. “Your order has shipped” or “Your appointment is tomorrow” messages answer questions before customers ask them. This type of deflection feels helpful rather than restrictive because it adds value rather than creating barriers.
IVR and voice self-service
Interactive Voice Response (IVR) systems can handle basic tasks like payments, appointment bookings, or information lookups. Voice self-service works when the task is simple and the system is intuitive. It fails when customers battle through endless menus that don’t match their need.
Modern IVR systems use conversational AI, allowing customers to speak naturally rather than navigating numbered menus. This improves completion rates, but only if the system accurately understands intent and provides quick escape routes when it doesn’t.
Deflection and omni-channel strategy
For omni-channel contact centres, deflection works best when channels connect seamlessly. A customer might start a query via chatbot, realise they need human help, and transition to chat or voice without repeating information. This isn’t deflection failure – it’s appropriate escalation.
The worst experience is forcing customers to start over when moving between channels. If the chatbot conversation doesn’t carry forward to the agent, or if the website visit doesn’t inform the phone call, customers feel like they’ve wasted time on the deflection attempt.
Measuring deflection effectiveness
Contact centres typically track:
- Deflection rate: Percentage of customers who complete tasks through self-service rather than contacting an agent
- Containment rate: Proportion of customers who successfully resolve issues without escalation
- Channel shift: Movement of demand from voice to lower-cost channels over time
- Repeat contacts: Whether deflection attempts result in customers contacting you again about the same issue
- Customer effort: How much work customers do to resolve issues, regardless of channel
The last two metrics are critical. High deflection rates mean nothing if customers then phone anyway because self-service didn’t work. Low effort scores matter more than channel costs because effort drives satisfaction and loyalty.
Deflection in different industries
Retail and e-commerce deflect order tracking and returns queries through automated systems. Customers check status themselves rather than calling.
Utilities and telecoms use account portals for billing queries, meter readings, and service changes. Simple transactions move online whilst complex technical issues or complaints still require human support.
Financial services balance deflection with regulatory requirements. Simple balance enquiries deflect easily, but complex queries about products, complaints, or vulnerable circumstances need agent support.
Healthcare and government services face additional challenges. Many customers are vulnerable, digitally excluded, or dealing with sensitive issues. Deflection strategies must include clear routes to human support without forcing everyone through digital channels first.
The role of agents in deflection strategy
Successful deflection doesn’t eliminate agents – it changes what they work on. When simple, repetitive queries deflect successfully, agents spend more time on complex problems that require judgment, empathy, and expertise.
This can improve agent experience by reducing monotonous work and increasing meaningful interactions. It can also increase difficulty if agents only handle escalations and problem cases without variety or quick wins.
Workforce optimisation planning needs to account for changing workload mix as deflection strategies mature. Volume may decrease whilst average handle time increases because remaining contacts are more complex.
Digital exclusion and accessibility
Not everyone can or wants to use digital self-service. Age, disability, digital literacy, access to technology, and personal preference all affect channel choice. Deflection strategies that work for the majority can exclude vulnerable groups.
Contact centres must maintain accessible routes to human support. This doesn’t mean abandoning deflection, but it requires thoughtful implementation that offers choice rather than forcing specific channels.
Getting deflection right
Effective deflection starts with understanding why customers contact you. Which queries could genuinely be solved faster through self-service? Which require human judgment or empathy? Which customers prefer which channels for which types of issues?
The best deflection strategies:
- Make self-service genuinely easier than calling
- Provide clear routes to human support when needed
- Monitor what happens after deflection attempts
- Measure customer effort, not just cost savings
- Continuously improve based on customer behaviour and feedback
Deflection done well reduces costs whilst improving experience. Deflection done badly saves money in the short term whilst destroying trust and creating repeat contacts that cost more to resolve.
The goal isn’t deflecting every contact. It’s ensuring customers can resolve issues through the channel that works best for them and the situation they’re in.
Your Contact Centre, Your Way
This is about you. Your customers, your team, and the service you want to deliver. If you’re ready to take your contact centre from good to extraordinary, get in touch today.
