Conventional Customer Support Tools That Don’t Work
January 31st, 2010 Filed under: Uncategorized — Customer Service Author
eCustomer Support: Simple, Yes. Basic, Definitely Not.
Simple and Basic aren’t really the same. While your customer support system must be simple and easy to use, both for customers and staff, it cannot be basic. It must address customer needs well. Many businesses miss this distinction. Using too basic a system that is not scalable and doesn’t help you address queries efficiently and quickly, is a recipe for disaster.
The Common Tools that cause Businesses such Pain
Most small businesses start with an e-mail address on their website for customers to contact them. Some mask their address using javascript so that they are not targeted by spam bots. As they grow larger, they graduate to a contact form that allows customers to submit a question; this question however, still reaches the owner as an e-mail that needs answering. Soon, business owners find themselves spending time answering e-mails rather than innovating.
Scaling up as Business Grows
When the business grows still larger, businesses may opt for knowledge base software that allows customers to enter a search term and look for an answer themselves. The company website may also include an FAQ section that provides answers to some of the common questions asked.
But, none of these address the fundamental problem: the majority of queries are still repetitive and need individual answering. Slowly the limitations of most technical support software becomes clear to business owners, as they and their team spend time on repetitive queries and issues without really adding value to customers.
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