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Customer Support Software and the Self-Service Demand: Why It's Necessary

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Customer Support Software and the Self-Service Demand: Why It's Necessary

 
June 23, 2015

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  By Susan J. Campbell, TMCnet Contributing Editor
 


There’s nothing more aggravating than wanting help from a customer service professional and you can’t find one anywhere in the store – except when you find one around every corner and they won’t leave you alone. It’s the dilemma of every retail location: providing the right balance between providing the customer with the right level of care and allowing the customer the room to shop. It’s the balance that drives self-service, as long as it’s support by customer support software.


We know that today’s younger consumer, the individuals known as millennials, are much more likely to use self-service channels than their predecessors. Whether the individual grew up with a cell phone in her hands and doesn’t know how to interact with another human or she simply knows what she wants and doesn’t want any help, the self-service channel satisfies the need. But if all of your target market doesn’t fit the millennial description, is self-service the right way to go?

TeamSupport recently published a blog on the topic, arguing that self-service can reduce costs and improve performance. The company used research provided by Software Advice to support the theory and after studying answers from more than 170 customer service managers, the data may prove valuable. What did the company find that customers want out of self-service? They want answers to frequently asked questions; a searchable knowledgebase; an interactive voice response (IVR) system; and online discussion forums.

The reality is there is a need for customer support software that integrates with self-service options. Customers, regardless of the industry, are demanding access to information and automated systems at an increasing rate. While some may still want to make the live connection, there are still others who want to navigate systems on their own so they can make a decision or complete a transaction without live interference.

For many an industry, providing this self-service channel means a reduction in cost. The automated platform only needs to be purchased once, but customers can use it over and over again to make their choices. The important point is that you have to monitor the platform and activity on a regular basis to ensure the channel performs as expected and that customers are happy with the experience. If you notice there’s a problem, fix it right away or your losses start to overcome the benefits of the self-service channel.

To that end, survey your customers and survey them often. Consumers today are accustomed to evolution in the way customer support software platforms perform, which means they expect bigger and better all the time. If you can’t deliver on that expectation while also creating the optimal experience, it may be time to congratulate the competition on their growth. 



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