BLOG: Peter Zeinoun is the director of products for LogMeIn Rescue, part of LogMeIn’s Customer Engagement Cloud. He is responsible for shaping the vision, product strategy, and overall direction of the Rescue brand, which focuses on providing technicians with an elegant, reliable, cloud-based application for delivering world-class customer service and remote support.
Never before has customer support experience been so crucial for success. According to Gartner, 90% of companies this year will compete mostly based on customer experience rather than product quality. This is a substantial jump from previous years – 36% in 2014 and 58% in 2015. Customer experience quickly becoming a key differentiator and as a result, companies are tasked with figuring out how reduce customer churns and to stand out of the competition.
Your support desk is one of the first lines of defence. A well-functioning support desk which allows support agents to do more with less without compromising on customer satisfaction and support quality are the key to this challenge.
Here are five key considerations for delivering a better customer experience:
1. Use all lines of communication.
Customers today are highly digital and expect companies to keep up with them. They expect organisations to offer interaction through all technology channels and that communications through one particular channel will be extended automatically to others – if needed. For instance, if a customer initially seeks support via an online chat, they may expect to receive more detailed information by email. The support desk must offer multiple channels that include not only traditional phone and email contact, but web-based chat, web links, SMS, and social media as well.
2. Keep all the information in one place.
Shifting between files and platforms to collect information to solve a customer’s problem is frustrating and counter-productive to agents and end users. All the details customer agents need to do their job should be at their fingertips. Customer service platforms should be able to integrate with both on-premise and SaaS-based service desk software (e.g. ticketing systems), as well as CRM systems.
3. Choose the right tool.
The best service desks arm their customer agents with tools that allow them to improve their workflow, boost customer experience and enhance customer satisfaction. For instance, if a customer agent has to solve an issue with a product via phone support, the customer’s description of what is wrong with the product may be error-prone and time consuming. But by simply adding in a video element or remote diagnostics, the entire experience is improved as troubleshooting allows the agent to see the customer’s product. The right support solution will then allow the service desk to automate fixes to routine issues, eliminating the need to reinvent the wheel each time a repeat problem crops up.
4. Future proof your support software.
The future for customer support is leveraging software as a service. A SaaS-based solution allows organisations to spend less time and money on upgrading, managing and supporting an application or the on-premise equipment it runs on. Organisations don’t need to maintain or substitute any software or hardware and no software patches. And there’s built-in redundancy and on-demand scalability to boot. The main benefit for businesses having a SaaS as customer support solution in place is that the support tool doesn’t need to be supported anymore. Hence, businesses gain on productivity and efficiency and customers stay fully engaged.
5. Don’t allow processes to get in the way of the ‘wow’ effect.
It is increasingly difficult to draw the line between where support services start and end. With device, software, apps, and content proliferation, customers may be confused who to address their problem to. It’s not their job to worry about who’s responsible for solving their problem. Consider engaging third-party support resource from a partner or supporting a non-core device or platform to help give the customer that holistic experience. Service desk technology often generates the type of engagement that result in a ‘wow’ experience, and leads to greater loyalty and customer satisfaction.