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Can Customer Support Software Reverse the Money Pit Trend?

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Can Customer Support Software Reverse the Money Pit Trend?

 
May 12, 2015

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  By Susan J. Campbell, TMCnet Contributing Editor
 


Is your customer support center considered a money pit? Traditional thinking always leaned in this direction, putting pressure on contact center managers to perform according to strict standards. Added activities or expenses were often frowned upon as it was difficult to tie the value of the customer support interaction with a positive bottom line.


This is especially true in the B2B environment, but people are still buying from people and their satisfaction with the experience will determine whether or not they buy from you a second time. As a result, the value customer support software lends in your environment is more important today than it was just a few short years ago.

A blog post featured on the TeamSupport site recently addressed this topic, exploring the evolution of B2B customer service. Advancements in technology and the added capabilities of customer support software continue to lead the winds of change. And while customers are demanding more than ever and self-service is a hot commodity, collaboration also has an impact. Companies and customers alike are more interested in the relationship long-term than the sale that can be made at the moment.

To support this effort, companies have to be focused on solving problems the first time they are notified. That notification process must be seamless and contact center managers need to understand the customer journey at every point of interaction. This is where customer support software lends considerable value – tracking interactions at every point, capturing knowledge and allowing access to business intelligence.

The business intelligence derived from interactions often lead to the development of different stages of customer engagement. For instance, the individual who once wanted direct support from the live agent may have gotten to know the product and the process so well they actually prefer the self-service channels when they are seamless to use. Likewise, the individual who prefers mobile transactions may not want to hear from a live agent, but wants to receive a text message when an offer that appeals to the is available.

Without accurate business intelligence captured through customer support software, making such touches is nothing more than a guess and requires a lot more activity to land on the right one. Matching customers with relevant and timely offers is key to loyalty and driving revenues, yet a lack of visibility into their usage behaviors and preferences means you have no better idea on how to add incremental revenue than the competition.

Fortunately, customer support software can give you that insight you need, creating a capture experience that only improves outcomes for the customer and your bottom line. It won’t happen naturally – it must be intentional. When doing so, everybody wins. 




Edited by Maurice Nagle
Customer Support Software Homepage





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