ht+a's Podcast
[Audiobook] Workplace Essentials | Customer Support
Can the landscape of customer support truly evolve beyond phone calls? Join us as we uncover the strategies and tools that are redefining customer service, from text messages and webchats to mobile apps and self-service options. We'll break down the critical differences between customer service and customer support, and how modern metrics at team, agent, and case levels can help measure their effectiveness. Hear firsthand from Zach and Pearl about their transformative training at Ragsdale Fashions, where these concepts come to life.
How can businesses enhance customer communication in today's fast-paced world? In our next segment, we spotlight Olivia and Jacob at Pretty Paws Animal Grooming Center, who have mastered the art of efficient email management and scripting templates to streamline their customer interactions. Discover the rising trend of SMS communication for businesses and the essential guidelines for maintaining professionalism in text messaging. Plus, learn how webchats can offer personalized, real-time support to keep your customers satisfied and engaged.
What are the best technology solutions for effective customer support? We dig into the evolution of web chat applications like Skype and Apple FaceTime, and newer platforms such as WeChat and LiveChat, emphasizing their role in providing immediate assistance. We'll navigate the complexities of multi-channel communication systems, tackling challenges like cost and security, while highlighting their undeniable benefits. Finally, hear from Diane on her proactive approach to customer support, prioritizing multiple communication channels and continuous engagement to drive customer satisfaction and operational efficiency.
Sign up for our self-paced courses or instructor-led workshops at www.ht-a.solutions
Sign up for our self-paced courses or instructor-led workshops at www.ht-a.solutions
Sign up for our self-paced courses or instructor-led workshops at www.ht-a.solutions
Can the landscape of customer support truly evolve beyond phone calls? Join us as we uncover the strategies and tools that are redefining customer service, from text messages and webchats to mobile apps and self-service options. We'll break down the critical differences between customer service and customer support, and how modern metrics at team, agent, and case levels can help measure their effectiveness. Hear firsthand from Zach and Pearl about their transformative training at Ragsdale Fashions, where these concepts come to life.
How can businesses enhance customer communication in today's fast-paced world? In our next segment, we spotlight Olivia and Jacob at Pretty Paws Animal Grooming Center, who have mastered the art of efficient email management and scripting templates to streamline their customer interactions. Discover the rising trend of SMS communication for businesses and the essential guidelines for maintaining professionalism in text messaging. Plus, learn how webchats can offer personalized, real-time support to keep your customers satisfied and engaged.
What are the best technology solutions for effective customer support? We dig into the evolution of web chat applications like Skype and Apple FaceTime, and newer platforms such as WeChat and LiveChat, emphasizing their role in providing immediate assistance. We'll navigate the complexities of multi-channel communication systems, tackling challenges like cost and security, while highlighting their undeniable benefits. Finally, hear from Diane on her proactive approach to customer support, prioritizing multiple communication channels and continuous engagement to drive customer satisfaction and operational efficiency.
Sign up for our self-paced courses or instructor-led workshops at www.ht-a.solutions
Sign up for our self-paced courses or instructor-led workshops at www.ht-a.solutions
Sign up for our self-paced courses or instructor-led workshops at www.ht-a.solutions
Customer Support. Module 1. Getting Started. Technology is always changing and always improving. Once, customer support was only offered by calling a 1-800 number and talking to someone on a phone, but these days, customer support can be carried out in a variety of methods, including text messages and webchats. Your customers are always changing and so is the technology they use, so make sure you're keeping up with both. Module 2.
Speaker 1:What is customer service? Customer service is a general field that involves assisting customers in a range of issues such as purchasing, troubleshooting, installation and even disposal of products or services. Customer service is designed to focus on the customer and how they can benefit from your product or service, so it's important to do your part in the delivery. Customer support and customer service are often mistaken for the same thing. While they are very similar, support and service do have some variations. Customer service generally refers to a type of service the customer received before, during or after a sale. This can include assisting someone while they choose a product or service, being the cashier as customers pay for the service or product, and even packaging the items they have purchased. It's the service of the industry. Customer support goes beyond just the sale of the item. It focuses more on the customer's selection, use and satisfaction of the product. Support aspects often include help with product selection, installation and handling any problems that may arise. The term service is focused more on the actual task, such as taking a returned item, but customer support is designed to ask why you want to return the item, ask if there is a problem to be fixed and then accept the return if nothing else can be done.
Speaker 1:When it comes to customer support, everyone in the company participates. After all, customer satisfaction is up to everyone. Within every company, there is typically some form of employee process or chain of command to follow. Customer support often begins with a front line or a set of agents a customer can reach out to for support at any time before, during or after a sale. A common example would be agents in a call center or agents that speak with the customer over web chats and emails. If the agents are unavailable or unable to help, a team lead or customer lead can take over. If leads are not available, managers or directors can step in. No one is above providing customer support to customers that need it.
Speaker 1:Customer support metrics can cover a broad range of categories. The goal is to identify areas that work well and to utilize them, while also identifying any areas that are lagging so they can be fixed. Many companies will break down and divide customer support metrics into different categories and areas of interest, but some of the basic levels to start with include team-level metrics, individual agent metrics and then the case or assignment-level metrics. Team-level metrics monitor and evaluate how the company team performs as a whole, including overall response time and customer satisfaction. Individual-level metrics focus on the individual agent and focus on aspects such as the case load completion rate and their interactions with the customer. Case-level metrics focus on the actual problem itself and how agents input them, resolve them or the amount of time spent on the problem. Three main areas of metrics Team-level metrics, individual-level metrics, case or ticket-level metrics.
Speaker 1:Technology has transformed our lives, including how we shop. The trends in customer support are shifting toward how companies can help their customers in the electronic world. Common trends that are already taking hold include using mobile applications for agent interaction and companies creating self-service or frequently asked questions FAQs forums for customers. While it can be difficult to predict trends, many companies choose to start trends of their own and find new ways to support customers that are sure to catch on. Trends can cover any area of customer support, such as future agent training, tools available to the customer, the effects of social media or even the potential for competition in a set amount of time. Since customers are always changing the support, they need changes too, and so do the trends.
Speaker 1:Zach and Pearl were in training at the Customer Support Center of Ragsdale Fashions. From the beginning, zach and Pearl learned that the Customer Support Department is much more involved with their customers and go beyond mere customer service. Pearl took notes of some of the upcoming trends the company was looking into for the next year, such as self-service tools and how employees can assist customers with easy returns. Zach liked the philosophy that all employees participated in customer support and that everyone played a part. Before the meeting ended, they were told about the variety of metrics used to calculate the company's customer support efficiency, as well as their success and fail rates. Zach and Pearl knew they would need to learn a lot more before their first day on the floor.
Speaker 1:Module 3. Challenges Customer support can present a wide variety of challenges to both the company and the customers. There is always pressure to deliver better customer support, and with that comes more challenges. It's important to anticipate the challenge your company can face in this new age and be ready to face any problems that may come up. Customers should always be a top priority in any company, but they can also be some of the biggest challenges that employees face On a daily basis. Employees can face customers that are rude, angry, demanding and just plain argumentative. On top of that, employees can face customers that are rude, angry, demanding and just plain argumentative. On top of that, customers can be especially challenging when faced with new methods of communication requiring them to do things a little differently. With new forms of customer support, such as webchats, mobile apps and email tickets, customers can become more frustrated if they aren't sure how to use them. Employees should be skilled in all methods of customer support so that they can assist customers through different types of support. Employees should be prepared for any number of questions and inquiries from customers and anticipate ways they can help and offer support.
Speaker 1:Every company can have their own set of crises. When technology is involved, it can add to the list. The thought of a crisis occurring on your watch can make any employee anxious, but they can and do happen. Crises can include a power outage, servers crash, security breaches or even simple dead batteries. These crises can cause disconnect from customers, slowed or altered progress and information leaks, which can cause massive problems between your company and your customers. It's important for every company to have some sort of crisis communication plan that outlines what employees should do in different situations and how they can alleviate customer panic. The plan should also include alternate means of communication if certain methods crash, ensuring that the flow of communication doesn't stop.
Speaker 1:When orders and requests start pouring in. They can seem overwhelming at times. Sometimes, a company can find that they have more tickets for service than the manpower that can handle them, whether it's by email, chat request or even app message. This can create a backlog which can make customers frustrated or feel as though they are being ignored. Typically, customers expect a response back within 24 hours, so it is important that they at least feel acknowledged and heard. Every company should have a response team ready and prepared to relay information back to the customer. Even if the ticket can't be resolved right away, the team member can let the customer know their request was received and that it is being handled by someone. This assures the customer the ticket is being handled, while also buying time for someone in the company to work on it and resolve the problem.
Speaker 1:Some customers are not a good fit for your company, whether you're unable to help them with their needs or they simply do not work well with your staff, such as angry or belligerent customers. Some customer relationships have to be cut off, but the challenge is accomplishing this without insulting or belittling the customer, while also making sure your company doesn't leave a bad impression for future clients. If this can't be done over the phone, send a well-constructed email or app message so that everything is laid out and clear. Apologize for your company being unable to help them and thank them for the time they invested in you. Offer them an alternative, such as a refund, or give them a name of another company they can try, even though you've ended the relationship with this customer. You want to be sure to keep the door open for future customers by offering great customer support. Remember, when ending customer relations, apologize. Refocus the situation. Offer other alternatives. Do not pass blame.
Speaker 1:Mary was training to work in the support center for XYZ Publishing. Her manager, brian, was training her on the email and web chat systems they use to communicate with customers. During one segment of training, brian told Mary of some of the challenges and difficulties they can face with the new forms of contact. He first told Mary how customers can be very challenging, since many of them can become angry or will be very confused when they contact the support center. But Brian reviewed with Mary their response protocol, which helps customers feel acknowledged and keeps the tickets from backing up. He also showed Mary where they keep the emergency communication plans in case something serious happens, like a power outage or if a server crashes. Mary felt overwhelmed by all the information but felt it was better to address the challenges now than to wait until they occur later.
Speaker 1:Module 4. Email. When email was first introduced, it was viewed as an informal and casual way to contact family and friends. It was not seen as a business tool or a professional way to contact clients. Email has come a long way and is now a mainstream method for any form of contact, both business and personal. But email has now formed its own etiquette, so businesses must learn to follow these guidelines in order to keep their emails professional yet functional with customers.
Speaker 1:Although emails can be seen as a casual format of conversation, it is important for companies and businesses to keep their emails formal and professional, but also portray them in a conversational tone so that they are more relatable to the reader. Conversational style is written in first person. So when you type back to the customer, use phrases such as I and we. Use a greeting that has their name in it and sign off giving your name. It portrays to the customer that a live person is speaking directly to them and that the email they got back wasn't some type of form letter or automatic response. Tips for formal yet conversational style email Use a greeting with their name. Use I and we Repeat back to them what was said. And with your name. Use I and we Repeat back to them what was said, and with your name.
Speaker 1:Many emails or email responses will need to be sent to customers, and many of them will sound very similar, if not the same Emails can be used as an automatic response, as long as they are scripted properly. No customer likes the typical thank you for your request, we'll be right with your response, which is equivalent to hearing your call is very important to the company and you're the next caller in line. Instead, create a script that has some automatic key phrases that are customizable. Again, always use their name in the greeting and give yours when signing off. Many companies use an automatic email to respond to customer questions or inquiries, and a script is a good tool to use for these emails, but it is important to keep the emails personable and customer-friendly. The words we use in an email can either deliver the point or completely confuse the reader, not to mention that emails cannot convey any form of tones or inflection, so sometimes information can be received wrong or information can be missed.
Speaker 1:When using email to communicate with customers, take time to explain the information carefully and thoroughly. You may even need to repeat some things you've talked about before. Remember the customers are not your co-workers, so they may need to have things explained simply and clearly. You have to explain things to them as if they are learning it for the first time. Don't come across as insulting or insensitive, but instead explain information carefully so that the customer is informed, yet still welcome to come back with any more questions or problems.
Speaker 1:When choosing to use emails as a means of customer support, the bottom line is how the results look. Look at your means of customer support and determine how using email has made things better or worse. Are customers satisfied? Have they gained more from being able to email the support team, or are some customers unhappy with it? Do they feel disconnected from the company? Are there other methods you can offer them. Look into whether tickets are being resolved and if customer needs are being met by using email services. If they're not, that doesn't mean you have to do away with the service, but simply find new ways to improve on it. Use the results as a tool to help improve your services and gain more customer support.
Speaker 1:Olivia is working with Jacob at the Pretty Paws Animal Grooming Center. Olivia's job is to answer any customer questions or requests that come through the email system. She ensures that when an email is received, she sends an email back confirming that their message was received and that someone would help them shortly. Jacob helps Olivia build scripting templates to use in email letters and responses. He also helps Olivia ensure that she's addressed each customer's needs and has explained all the information to them carefully. Periodically, olivia and Jacob talk to their clients and ask how they like the mail service and if they can improve in some way. Any responses they get they pass on to management for review Module 5. Sms SMS short message service, also known commonly as texting, is not new technology, but it is a newer tool that businesses are starting to use for their customers.
Speaker 1:Customers can feel as though they are getting one-on-one service from an agent and can do so 24 hours a day. Allowing customers to text your business gives them the freedom to communicate with your agents even if everyone is tied up in the moment. Texting has become one of the most convenient ways for people to communicate. It allows the user to send messages and start conversations at any time of the day and feel as though they are getting real-time responses and reactions. The customer doesn't need Wi-Fi and can use almost any device to send a message. When customers have a problem, fewer than 20% of them are likely to make a phone call and speak to a live person for one reason or another, but texting allows the customer to write a quick note and send it off to an agent and wait for the response. No waiting on hold, no boring elevator music.
Speaker 1:While any cell phone has built-in texting abilities, any mobile device can install texting apps or forms of messaging software. There are hundreds of apps available on mobile marketplaces, such as iTunes or Google Play, so businesses have a wide variety to choose from. Every app has different features, including contact storage, automatic reply features, as well as photo messaging options. Additionally, every texting app charges different rates for different services and has plans that charge annually or per units of usage. Some apps can carry over to a desktop or laptop computer, which allows more versatility of texting between devices. Common text message apps for businesses WhatsApp, textme, textnow, viber.
Speaker 1:As we all know, nothing on the internet can be erased or taken back. The same is true of text messages. While they can be erased from a device, they are always able to be obtained from an internet server or through data mining. With that in mind, there are certain kinds of information that should not be sent through text messages due to security or personal risks. Information such as passwords, payment information, personal information such as date of birth or social security numbers, or even customer contact information should not be sent through text message and should be saved for more secure lines, such as telephone communication or encrypted emails. Conversational texts or texts asking for information are fine to transpire without problem, but if texts start to progress toward personal or even account information, the agent should seek more secure methods of communicating with the customer.
Speaker 1:Text messaging is commonly seen as a casual form of communication. In order for texting to be used as a business tool, it is important to follow some guidelines to make this communication more professional. First of all, do not use abbreviations such as LOL, brb or U. Remember that texting usually only allows a certain number of characters, so keep messages fairly short, but avoid answering in only one or two-word answers. Only use text messages to communicate with customers that have given you consent to do so and stick to business content only. Don't try to share the latest cat video or talk about your cousin's upcoming wedding. It's alright to be personable and friendly in your texts, but remember to remain professional as well. Keep it professional. Do not use abbreviations. Keep it short. Watch your tone. Always get permission.
Speaker 1:Fiona was training with her new manager, peter, at SkyWave Cell Phone Services. Today Peter was going to show Fiona how the company communicates with customers via SMS or text messages. Peter explained to Fiona that it makes it convenient for customers to contact the support team because they can text anytime from anywhere. Next, peter showed Fiona the apps the company uses on the mobile devices for customer texting and showed how it carried over through software on their company computers, so texting can be done from any device. Lastly, peter told Fiona about the company guidelines for what is said and not said in text messages. He stressed to her that while they must always be friendly with the customers, it is important to always be professional with them.
Speaker 1:Module 6. Webchat. Webchats, sometimes simply called live chats, are a tool used to communicate in real time over an internet connection. Web chats can be conducted via text typing conversations, often seen as a chat box, or can be done by video, which offers live video chats anytime. Whichever method you prefer, both are becoming a popular business tool that can offer better customer support. Web chats are conducted through a one-on-one basis, so it allows for the agent to personalize the chat to the customer. Ensure your web chat widget or application has your company name or logo present so customers know they are chatting with a real agent from the company. Personalize your chat with your actual agent name, not a cutesy or funny screen name or username. Make the web chats more personable by addressing the customer by name and greeting them. Many web chat apps or widgets can be personalized for both you and the customer, so have fun with it.
Speaker 1:There are many different apps and software available to use for web chat. You can get them for the computer and smartphone at different costs and with varying options. Shopping for the perfect web chat application, one that works for both you and a majority of your customers, is like shopping for a home. You must weigh the pros and cons for each. Skype was the number one web chat application for a very long time. Low cost, easy to use, it had the basics for video chatting. Apple FaceTime is a web chat application used quite often. As video conferencing and web chats for customer support become more and more popular, there are many new providers. Microsoft Windows is now promoting their version, webchat 10. Wechat and LiveChat are also premium business webchat providers.
Speaker 1:Real-time support for your customers is a service now offered by many companies. Clients are looking for instant assistance. Customers who are offered the ability to reach out and contact someone immediately for assistance oftentimes consider this option a huge selling point. Not having to wait 48 hours to get a response from the company is worth a lot to many customers. The feeling that the company cares for its customers is important to building a long-time clientele. With real-time support, you take care of the issues immediately for the customer. This will cut down on the number of customer service tickets and emails streaming in. Allowing you to tap into a data source, real-time support can gather information on which customers are using the service, why they are visiting and the results of the visit. Real-time support can work for both the customer and the company.
Speaker 1:Anytime you are providing customer support, the first rule is to put yourself in their shoes. By the time they contact you, they are out of options. They have a problem that they probably tried to fix already. They are more than likely frustrated. During your web chat with the customer, answer their questions simply and directly at first. Then, if there is still a question, add more details at that time. All of the rules of etiquette for a professional interaction are the same for webchats, plus a few more Polite, positive, etc. Just like communication via memo, email letter etc. You must be careful not to offend the other party. It is hard to read the other person's emotions and inflections via these methods of communication. Sarcasm and jokes rarely translate properly in these situations. It is best to avoid them.
Speaker 1:Ginny is training Steve in the customer support department. She needs to introduce him to the webchat part of the job. Steve has had some previous experience with webchat, but Ginny needs to train him on the company's software and their policies. She starts with explaining all of the different options that the web chat software can perform. She also explains how much it means to the customer to have him there to answer their questions, oftentimes in their time of utter frustration. Ginny advises that Steve sets up his web chat with his own name, not his World of Warcraft screen name. It will gain the confidence of the customer if he uses a professional screen name. She also advised him to not use overlays and templates that are not of the utmost professional appearance. No fairy dust. Finally, ginny had Steve read the etiquette policy as required by the company. It just states how things get misinterpreted and to use professional conversation at all times. Steve signs the form and Ginny has him take his first chat Module 7.
Speaker 1:Multi-channel Apps. What are multi-channel apps? It is defined as using many different methods to reach the customer, whether it is a web chat and customer service or a shipping confirmation in the form of a text message to the customer. There are many different customers each using different methods of communication for many different reasons. Technology has tuned into these new methods and combined these methods into applications that handle them all. Multichannel applications and providers are changing every day, just like the internet they command. There are numerous apps available to choose from. Companies are able to bundle together all of the necessary platforms to maximize customer support. Microsoft, oracle, zendesk, freshdesk, plus all of the major internet providers like Comcast and Time Warner offer top-of-the-line customer support packages, depending on the size of your company and its needs. The packages could include Call Center, social Media, instant Messaging, text, e-commerce, issue Tracking.
Speaker 1:There are many pros associated with the use of a multi-channel customer support system. First, it offers your customer options. They no longer have to wait in long call lines, listening to a track over and over and waiting for someone to answer their question. With multi-channel support, they can text, email and web chat with the company any time of the day or night. This option helps to draw in customers that are looking for this kind of support and also begins to build a positive relationship with the customer.
Speaker 1:Many of the apps that are available will save labor hours within the company. Being able to track issues, track usage and customer satisfaction is now included in the apps providing invaluable information to the company. Analytical apps and tracking apps are just as popular as the web chat and text messaging. As great as they sound, multi-channel support apps do have their downfalls. Anytime that you use the internet and computer systems, you are at risk for outages, security and the occasional act of God. Power outages, service outages, weather outages they will all adversely affect the service that the customer receives, your company will need to invest in specific plans and policies of the plan of actions when any of these issues occurs.
Speaker 1:The biggest con in using a multi-channel customer support app is the cost. There is a considerable upfront cost to implementing a system such as this the cost to build or purchase the actual app. Then there is the installation and the support staff necessary to maintain and update this system. Finally, there is the cost of training and paying the employees to perform these duties. Lastly, security. The use of these types of systems adds a layer of security necessary anytime there is internet access to your company.
Speaker 1:Shopping for multi-channel software to deliver your customers the communications they need and deserve can be overwhelming. There are so many options and bundles offered by so many providers. Once you decide to invest in this route of communication, you then have to choose which one. First and foremost, you should know your customer. What do they want? Have they asked for something specific like web chat, Text messaging? Another thing you should consider is your target audience. Would your audience not use a particular channel? For example, if you are providing orthodontics, you probably want to install a web chat option for your younger target audience.
Speaker 1:Tom and Katie are both business owners in town. They are attending an IT trade show in hopes to find some new ideas for attracting and keeping customers. Tom owns a dentistry business and Katie owns the local florist business. During the break after the multi-channel communication seminar, they compare notes over coffee. Tom's target audience is the older generation in town, so he doesn't believe that the cost for web chat and text messaging would be profitable. He also does not have many uses for customer support via the internet. However, katie is really interested in being able to send promotions and sales to her customers and offer the web chat option to customers who want to see the product before delivery. She thinks this option could also attract new customers, especially out of town.
Speaker 1:Module 8. Support Ticket Apps. What are support ticket apps? Those are the apps that allow customers to submit their issues and concerns via internet. Support ticket apps are similar to multi-channel apps in that it connects the customer to the company 24-7, but only in the email form. Due to their smaller size and decreased capability, it is much more economical, especially for a small company that is just beginning to implement more IT systems. Support tickets usually include an app that creates and maintains a team inbox that all customer emails are funneled into, resulting in a much quicker response time than an old-fashioned phone call. These systems also include a tracking system to track the tickets submitted and the response over a period of time. This also aids in searching past tickets. Support ticket apps can also simplify the process by attaching everyone involved to the ticket. For example, the customer sends an email and then leaves a Facebook post. These apps can link the marketing team and the customer service team to cut down on redundancy. Another app that is offered will allow the customer to not only open their own support ticket, but also allow them to track the ticket as it travels through the system.
Speaker 1:Using a support ticket system in your help center will streamline operations, cut down on repetitive actions and better support your customers and their needs. Customers can open a ticket and, with some options, track that ticket through the process. This ticket will then have documentation connected to it and also connected to any social media or reviews given by the customer in regard to the open ticket. For example, if a customer opens a ticket and then follows with a Twitter post, the two are now connected. Customer support team members can better attend to this customer when they have all of the information available to them. These ticket systems can also track issues that are common to different customers. They can also track customers and all of the tickets that they open. This software even has options to report on tickets, ticket times and the amount of time it takes each team member to close tickets assigned to them. This system can streamline the customer support operations for your company, saving time and money.
Speaker 1:Obviously, there are reasons that this system is not profitable for all companies. As always, cost is a component in decision making. Is the cost worth it for your company? Do you have the need for such a detailed system? Another glaring consideration is that many companies do not have a need for such a detailed system. Another glaring consideration is that many companies do not have a need for such a detailed support ticket system. This type of system is geared toward those companies that have the need for customer open tickets and a tracking system for those customers' tickets. Companies with large support departments that handle many channels of communication are primed for this type of system. If most of your customer complaints are handled in-house with returns, then this is not the system for you.
Speaker 1:Whether you are choosing a minimal number of options or you are looking at purchasing all the options, there are several questions you should ask yourself before making a support ticket app purchase, depending on the amount of money you want to spend and the size of your support team. There are specific questions that you can address by knowing your customers. What are they looking for in customer support? What is your competition using? Make sure that you ask the opinion of your support team. No one knows what would be useful more than the employees who are doing the actual job. Would they like to see an updated system that would cut down on time, improve service and keep up with technology's fast pace? Asking the customer and your employees in a quick survey would be a great idea before making the purchase. Oftentimes, providers will allow a trial period so that you can actually try the new app or software for a period of time to make sure that it fits your situation.
Speaker 1:Bob needs to add a customer support ticket app to his business. He asks Carl, the customer support manager, to weigh in on the consideration of which system to choose, along with Tina, the IT manager. Bob explains that he wants to streamline the process of support tickets. Tina suggests the system that links all of the activity that relates to a particular ticket. This will cut down on different reps working on the same ticket. Carl reports that customers have shown interest in being able to track their open tickets as the process progresses. He would also like some analytical tools to report on average times open tickets so that he can better train his crew. Bob and the team shop around and find a provider that provided all the options they wanted at a price the company could afford. Bob then signed up for the free trial so that the support team could try the system before the final purchase.
Speaker 1:Module 9. Documentation. Documentation is so very important and so very boring oftentimes. It needs to be accurate, but not overly complicated. It should be written in context, but also detailed enough to be useful. Documentation is essential to an efficient customer support department. This module will cover what to document to be effective, how to prepare the documentation and also how to keep that documentation for future use.
Speaker 1:This can be a daunting task what to document and where to start. Break this big task down into doable smaller tasks. First, start with the obvious and document the product or service and how it works. Document everything about how it all works. Think of it as standard operating procedures. Don't forget to consider the customer support tickets that you have already received. Second, you want to document the problems that customers have been encountering. What has been standing in the way of success for the customer Document the restarting process, for example? Make sure that all of your documentation is in logical order, clearly explained in the customer's language and detailed in nature. The more you include in the documentation, the less the support rep will have to guess and the faster the customer's problem is resolved.
Speaker 1:There are many different tools and apps to aid in your production of a world-class documentation library. One tool produces many different editions of your documentation to be used in the cases where different customers have the same product but different terms. They would need access to the same documentation with their contract-specific details. There is also a documentation tool available that allows multiple ways to access your documentation, for example, customer support reps, production staff, customers doing self-service, etc. Including diagrams and screenshots is always beneficial to explaining the information thoroughly. However, oftentimes screenshots have sensitive information displayed. There is a tool now that will blur out this sensitive information so that you can use an authentic screenshot. There are many different tools to choose from and many will work for all sized companies. You have all of the documentation articles written. You have covered all of the necessary areas. You are now ready to send it out into the world.
Speaker 1:Stop, do not just jot a few ideas down and then post it for all to see. You need to prepare your documentation into a presentable and usable form. Try to avoid the technical industry jargon and keep it simple. The first thing you need to edit in your documentation are gaping holes. Make sure that you are smoothly moving from step to step with all of the supporting information to successfully complete the task. Secondly, make sure that you haven't overloaded your documentation with information. Just as too little information can frustrate your customer, too much information can overwhelm them. Your documentation looks wonderful and it is ready for use. Your next step is to retain your documentation for your customers and support team to view. Publishing your work will be the perfect way to accomplish this. There are quite a few choices for software to accomplish this feat. What format will your documentation need to be? Many times, different formats are necessary, so choose a publishing tool that has that capability. Often, a company will print out a hard copy of the documentation as well as an online version to be accessed from the rep screen. But have you considered a website display? Converting your documentation into code can be completed with a publishing app.
Speaker 1:Jim is in charge of documentation for the customer support department. He feels overwhelmed so he asks Tom to help him. Tom has experience doing this at his last job. Tom tells Jim not to get excited. Just write one at a time, in sequence, in small tasks. Tom says to begin with, the basic procedures that describe how to successfully operate the product. He tells Jim to be detailed but don't talk over the customer's head. He also recommends that he thoroughly edits and revises the information after writing. It must be understandable by the customer. A couple of weeks later, jim has a wonderful documentation library set up and is ready to send it out to be used by the customer support department. He purchases publishing software that formats all of the work for all of the different places. Jim wants the text to be seen. The general manager sees the website form and gives Jim a bonus Module.
Speaker 1:10. Feedback. Feedback from the customer is extremely useful. Feedback on the product, on the sales rep, on the shipping and even feedback on the customer support that the customer received after the purchase is all valuable information that can easily be collected for later analysis. There are many ways to collect this most valuable asset data from the customer.
Speaker 1:There have been many advancements in this area, especially with apps and software. Surveys can be conducted in many different ways and in regard to many different subjects. In this day of internet, there is, of course, quite a few different survey apps. These apps can be added to the end of an order or even to the end of a customer support action. Many times, they ask the customer to rate the service or product on a scale of 1 to 10. They may also have a section for customer comments. These apps allow for customer information and their responses, which makes more detailed data. These apps have options for conversation between the customer and the company and options for analytics that will help manage the customer data.
Speaker 1:Feedback boxes are apps that are responsible for the small text boxes that you find at the end of an online interaction. For example, after you push the purchase button, there is oftentimes a feedback box asking if the process was easy, if there were any problems during the interaction and if you have any suggestions. These feedback boxes can be easily added to any interaction from any department. Adding feedback boxes to the bottom of customer support pages, such as opening a ticket or requesting assistance, is helpful to maintaining a more user-friendly environment. What is the purpose of collecting all of the valuable feedback if you aren't going to use it?
Speaker 1:There is analytical software aimed at analyzing the data collected from feedback, surveys, customer comments, etc. There are also options for reporting these analyzes. Charts, graphs and dashboards are available to display the trends that are occurring in real time. These systems can collect all of the customer data, analyze it and keep you up to date on what your customer are saying. Analytics can indicate any changes that need to be made to improve your customer's experience.
Speaker 1:Usability focuses on the overall user experience while they are interacting with your company via your apps, your website, etc. Usability asks questions like is the page visually appealing and is the website confusing to the user? There are several ways to evaluate the usability of your systems. Surveys, focus groups and early testing can show you where your customers have problems with their online experience. Evaluation points Effortless navigation. Well designed Ease of learning for first-time users. Evaluation points Effortless navigation. Well designed Ease of learning for first-time users. Efficiency of the site for the user. Memorability after leaving the site. Error frequency while using the site. General user satisfaction.
Speaker 1:Bob and Tom are in need of updating their customer support. It has been a few years since the website was launched and their other customer support apps are starting to look a little tired in comparison to the competition. Tom suggests that they ask their customers what they would like to see change in the interactions that they have online. He begins to formulate the questions that they have for the customers while Bob researches some of the ways that they could reach out to the users. Bob decides they could add a short survey at the end of the interactions that customer have, like orders and support tickets. He also asks Tom if he thinks that feedback boxes may work also. Tom agrees and has the questions they will ask. Tom also adds that they will be able to take the data and not only analyze the data returned but also use it to refine the site's usability. Tom further researches and also finds analytical software to aid in this. Also, they start collecting customer data immediately, form the order page and find out their site is hard to use. They make the changes and have received much more positive feedback Module.
Speaker 1:11. Be Proactive. Be proactive In customer support. That sounds difficult. Know the customer's problems before they tell us they have a problem? Essentially, yes, working to stop problems before they start can cut down on support tickets, customer questions and frustration on both the company and the customer. Using research to discover potential problems and correct them is an example of being proactive, as is providing the support to the customer before they are asking for it. These actions will offer the customer a sense of security in your company.
Speaker 1:You have all of the customer data collected from surveys, feedback boxes, etc. Now what? All of that data needs to be analyzed? You need software that will take all of the information and put it into a readable report. But first you must understand your customers and their circumstances. Was there a power outage that night in their area? Are there many customers that are all having the same problems? Understanding the circumstances can be useful in the analysis of the data. Research analytics are specifically designed to monitor the customers. They aren't simply business intelligence software products. They monitor the number of tickets, the specifics of the tickets, the satisfaction levels of the customers and other details about the customers. Dashboards, pie charts and reports are a product of these analytical software tools. From these results, decisions can be made about making necessary changes.
Speaker 1:Now that you have the channels of communication open between you and your customers, you can easily find opportunities to reach out to them before they reach out to you. Once you have the customer online, you have an opportunity to also speak to them with your concerns. For example, after taking care of the customer's issue, ask for a referral, positive review or even answers to a few questions about the service received. While you have the door of communication open, take advantage of it and ask if there are any suggestions that the customer may have. Ask if they would be interested in email or text communications. These are all communication methods for coupons, sales and promotions in the future that the customer may be interested in.
Speaker 1:Problem prevention. That takes some work. To do this, one must pay attention to what the customer is saying on your site and in social media. Being in tune with your customers and their experiences can be the difference between a couple of product fixes and a full-blown recall. Analyze the customer support tickets. Are there trends and similarities that could be avoided? Could a simple fix now stop hundreds of unhappy customers later? Could you have seen this coming? Oftentimes, a customer will vent and air their grievances in the social media forum before they tell your customer support team. Monitoring sites like Yelp can clue you into what your customers are really thinking about your company and its service. What is the Twitter world saying about your company? Fix small issues before they become full-blown problems.
Speaker 1:You don't want to be reactive to the problems of your customers. You want to have their solution ready for them before the problem even exists. Providing different channels for your customers to communicate with you gives the customer a feeling of support. It builds a relationship with the customer that can continue into the future. Oftentimes, knowing that the company has a great customer support system and is easy to communicate with can make the difference in whether someone purchases a product from you or from your competitor. Your company does not want to be last in the world of communication and technology. Stay up to date on the trends in communication and listen to your customers and their suggestions.
Speaker 1:Diane is the new customer support manager. She and Kelly, the supervisor, are discussing the direction that Diane would like to see the department move forward. She has always led by being proactive, not reactive. Kelly advises that they can use their customer support software to monitor trends and customer issues and, in turn, they can report these issues to production. Diane likes this approach and adds that they can also use the internet to listen to what customers are saying about their product and their support services. Diane discusses different routes of reaching the customer Using the support communication to further conversation with the customer to include other communication possibilities like sales promotions, coupons etc.
Speaker 1:A customer support ticket can be more than just fixing the issue at hand. It can be an upsell too. Diana signs Kelly the task of surveying the employees as to their opinions and suggestions to also be analyzed along with the customer's feedback Module 12. Wrapping Up Module 12. Wrapping up don't view them as part of the problem. Richard White, focus more on building in easy ways for customers to contact you. John Russell, the more you engage with customers, the clearer things become and the easier it is to determine what you should be doing.