Most customers don’t like calling customer support. It takes too long to get the answers they want, and they walk away feeling exasperated. Many organizations find themselves frustrated with their customer support experience as well. They know they need to provide a better, seamless experience for their customers, but they are challenged with information silos, an incomplete view of the customer, and a support team that has to hunt and peck to find the right information.
How many times have you switched your mobile phone service provider when the service or support was poor? How hard did that service provider work to keep you? It’s likely they didn’t try very hard. They have many customers, so losing one isn’t that big of a deal. But for companies that provide complex products like those in manufacturing, aerospace or oil and gas, a high-quality customer support program is critical. The question is, what does a quality customer support program look like?
Customers often interact with brands across various media and channels. From the customer’s point of view, they’re interacting with a single brand, but inside the company, all that information is often scattered in different databases.
When you think about customer support, you tend to think about cost savings for the company. But how often do you think about customer experience?
For too many companies, a focus on customer experience ends when the customer is won. The reality is, it’s only the beginning. If the experience you deliver your customers is poor, they will leave you. And it’s easier than ever for an unhappy customer to move to the next company.
Customer support is probably one of the most challenging elements of business. Your support team is on the front-line working hard to help customers resolve their issues as quickly as possible.
Customers expect - and often demand – answers, and fast, whether it’s from a support rep or a self-service support solution. If their issues aren’t resolved in the time they think it should take, frustration kicks in and plans to move to the competitive solution start to take hold.
Too often we think about effective search in terms of finding the right content on a website. But for enterprises across the world, effective search is equally important internally, to groups like Sales and Support. And it’s even harder to achieve.
You could Google cognitive search and find a lot of definitions. But the simplest one is this, “Cognitive search allows people to find hidden knowledge.” That knowledge, that gem could be anything and this applies to every vertical and job function. It can help you find a needle in a haystack or a particular needle in a stack of needles. And finding a particular needle in a stack of needles is often what customer service reps have to do.