Today’s customer experience comes with high expectations in order to keep up with the latest and greatest products and services. The importance of positive customer experience builds the reputation of a brand, and without the dedication to provide a well-rounded customer service system, brand loyalty can decrease and businesses can face the label of having no genuine connection to their customers.

What does that mean for customer experience in general? Let’s analyze a critical component of traditional customer care that no longer works today.

 Customer Experience Uncertainty

 Typically, when a customer purchases a product or service, they will also have questions about how to use it or other general questions. Given that, they call customer service in order to speak with an agent to receive feedback to their questions.

Unfortunately, calling customer service today also means the possibility of being put on hold. Customers can be waiting for extended periods of time to speak with a customer agent, often resulting in a negative customer experience.

But this negative experience isn’t just solely centered toward the customer. It is impossible for agents to be able to answer all customer service calls as quickly as possible when hundreds, if not thousands, can pour in daily at a time. As well as situations arising where customer questions can surpass the traditional customer service agent’s script, especially in today’s world where tech-savvy customers sometimes have more knowledge than a customer service agent who isn’t up to speed. This leaves unsolved questions, and creates an environment where customers are transferred to multiple agents all trying to get the answer.

Hybrid Solution

 By what means can agents assist customers if they receive questions outside of their scripted knowledge? In light of how customers have become tech-savvy, they have adopted using digital materials on a day-to-day basis. This prompts another sort of customer care method, using both agents and online self-support materials. This hybrid approach brings the traditional genuine customer service environment, as well as the guidance for customers to be able to self-troubleshoot their problems.

Customers can access informative FAQ’s, instructional videos during troubleshooting, and more online support materials as an extra set of help without necessarily eliminating customer agents completely. It is more as a progress toward making call centers more effective.

 Win-Win for Agents and Customers

 As opposed to depending just on a customer agent for help, a customer can use these self-support materials for productive learning about their devices. This is a fundamental approach to depict the tech-savvy customers and use their knowledge as an advantage.

This hybrid of customer service from agents and self-support materials decreases the measure of calls to agents by enabling customers to help themselves by finding the solutions for their issues.

With less call volumes coming in to call centers, agents can contribute more vitality with the customers who need highly technical assistance for specific issues in a more capable manner.

This customer advantage from agents can also retrieve these self-support materials, rather than relying upon what is next for an agent to say from their scripts. These materials, which join FAQs, tutorials, and how-to instructional guides, can fill in the gaps when customer service agents cannot.

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About The Author

CEO of DeviceBits

JC Ramey has built a career in enterprise software and telecommunications. Starting in research and development of 3G and 4G wireless networks at Bell Labs, he has moved in his career to the executive ranks of both private and publically held companies based in Silicon Valley. Today he focuses on the rapidly growing market of predictive support solutions and niche data products to drive change in both large and small businesses. His expertise in commercializing and operational efficiency of software products has led to the successful acquisition of four ventures in the past decade. At DeviceBits, he is the Chief Executive Officer and Founder, where he is focused on rapidly expanding the brand value of the organization. Today he is building a world class team based in Columbus to serve the needs of the entire mobile landscape.