Are disconnected systems, siloed channels, and ill-equipped teams compromising your customer interactions? Find out how best-in-class businesses deliver a superior customer experience tailored to support individual customers and their particular requirements – resulting in increased revenue.
Enterprises in every sector are waking up to the new reality: Customer experience has become a key competitive differentiator.
Although it’s easy to see why that’s the case with product design, ease of use, or style and branding, it’s not always so obvious how strong customer support can help enhance customer experience and drive customer engagement.
Read on this article to discover how your customer support can, reduce costs, improve vital KPIs, and enhance the customer experience.
Enterprises in every sector are waking up to the new reality: Customer experience has become a key competitive differentiator. Although it’s easy to see why that’s the case with product design, ease of use, or style and branding, it’s not always so obvious how strong customer support can help enhance customer experience and drive customer engagement.
In an era when customers share opinions easily and publicly, expectations run high, and choices are just one click away, the support function is more important than ever. Customers expect answers to their questions and solutions to their problems from the first person they reach, the first time they make contact. They also expect quick, expert, and consistent answers and solutions regardless of the device or channel they’re using to make that contact.
Meet those expectations, and you can turn disgruntled customers into loyal brand ambassadors or frustrated employees into happy, productive workers. After all, customer support shouldn’t be a challenge—it’s an opportunity to develop relationships and cement your reputation. That boosts customer loyalty and, ultimately, drives future revenue.
Challenge of best-in-class customer support
As in so many organizations struggle to deliver superior- -let alone excellent–customer support. The reasons are varied and often interrelated.
Legacy systems hold organizations back. Many traditional legacy systems and old-school processes are holding IT organizations back, as they cannot serve up the necessary data quickly and easily and they don’t offer the flexibility to provide effective support. What’s more, they can’t scale to handle growing businesses or peaks in demand.
Customers expect fast, smart, and simple service. Whether you’re serving consumers or supporting employees, today’s highly informed users expect responsive support and a fast fix, even outside normal office hours. These customers are happy to share their experiences, good or bad, on social networks, and they’re not willing to wait days, or even hours, for a resolution. As a result, it’s imperative that support teams can work efficiently to resolve issues quickly.
Products are increasingly complex and connected. More and more of today’s products are “smart products,” designed with the kind of technical features or internal technology that was once only found in laptops and PCs. The Internet of Things (IoT) is growing, with more than 5.5 million devices connecting to the internet for the first time every day, according to Gartner. As an example, consumers need support to keep their connected homes running smoothly. This creates challenges for support teams, which must have specialized expertise at the ready.
Enterprises are under pressure to do more with less. Organizations face continued pressure on operating costs, and although opening additional channels for engaging with customers is good for sales, it increases the cost of engagement. Driving efficiency and reducing “cost to serve” helps keep companies lean but can make it very challenging to provide consistently great customer support.
Customer service reps lack the data they need to work efficiently. Handling sometimes irate customers and trying to solve complex technical issues are difficult enough but adding to the difficulty is a lack of relevant data. Support systems and customer relationship management (CRM) systems often don’t work smoothly with each other or, in some cases, don’t integrate at all. The result: Support reps don’t have a single 360- degree view of the customer or the data they need to efficiently and effectively process a support call or narrow down the problem.
Reps can’t deliver the fast answers customers need and expect. Customers expect “the first touch equals problem solved,” but most support centers have tiers of staff with different skill sets and expertise. If customers are routed to the right rep with the right expertise from the get-go, handle time, and return calls decrease.
These pain points are very real and challenging, but there are answers within reach. The solution involves taking a strategic approach to customer support and employing state-of-the-art technology to support contact center operations.
The right level of support
If the name of the game is delivering a great customer experience as efficiently as possible, the solution lies in providing the right level of support for every customer, whether that’s low-touch, self-service tools, or a more high-touch, interactive level of engagement. Simply put, tailoring support to individual customers and their particular requirements requires a modern set of tools with leading-edge technology and capabilities. What follows is a list of capabilities that enable that level of support.
Embracing remote support. The benefits of a remote support strategy are clear and proven. Remote support optimizes team usage, keeping reps and technicians serving more customers without having to be on the road and reducing the time between calls. Using remote support cuts costly on-site visits, reduces the number of no-fault-found returns, solves more problems on the first call, and helps route field techs where they’re most needed. What’s more, cloud-based remote support tools offer enterprise-grade reliability and scalability, enabling support teams to grow and shrink according to demand.
Taking advantage of video support. With video support, techs can see problems through the customers’ eyes and solve them. They can capture and annotate the image to show customers what to check, what to press, or where to plug the cable in. With video support, 25% of support situations can be resolved virtually and 46% of issues are solved on the first contact, according to TSIA. And although the industry average first-time fix rate is 70%, 84% of field engineers surveyed by The Service Council say that a better diagnosis in the initial call would improve that rate, as a visual inspection helps the rep determine what parts and what engineering level is required.
Enabling anytime, anywhere support. Companies can support their customers where they are – with APIs to initiate sessions right from their website or software development kit (SDK) to support customers right from a mobile app. Alternatively, users can initiate a remote session by clicking on a link in a support email.
Once the session has started, a rep can take over the customer’s screen or access the user’s device camera to see what’s going on. Live chat, diagnostics, and annotations add to the menu of options. Best of all, when the call is finished, reps can leave behind a customized, branded “calling card” applet that makes it easier for customers to connect with an agent going forward.
Integrated support. An effective support tool isn’t a separate entity but, rather, a solution that integrates with existing systems and provides reps with the information they need for effective support. With the right data at their fingertips, reps can work smarter and solve support issues faster. That, in turn, enables them to handle more calls in less time without compromising the quality of support.
Ability to scale. With support tools moved to a cloud-based platform, support teams can scale up and down to meet demand. Shifted to the cloud, the support solution can grow alongside the business.
Ensuring security. Savvy customers or enterprise clients will have concerns about data security, such as “What can your agents do while they access my apps or devices?” Countering these fears requires a combination of transparency, security, and convenience.
Management tools. Optimizing the support team’s performance and ensuring that customers get the right level of support and the right resources require powerful management tools. You can:
- Provide agents with access to appropriate features
- Route specific issues to the agents with the most relevant expertise
- Send updates and contextually relevant information to agents when they need it
- Utilize real-time monitoring to ensure that support doesn’t exceed service-level agreements
- Employ benchmarks and data to measure goals and objectives
The bottom line
Today’s modern contact centers are challenged on several fronts, but the technology behind those support operations can solve many of the issues they face. Modern contact center technology enables customer service agents to solve issues in line with customers’ growing expectations and demands. With contextually relevant information, reps can handle more calls in less time, with more confidence and accuracy. This increases customer engagement, as customers feel that the company understands their needs and has the capabilities to fix their problems, in turn, driving return business, higher referral rates, and additional revenue.
Source: LogMeIn Rescue