How to streamline and improve your customer support

Customer expectations are continuing to grow and evolve. And, in response, savvy organisations are looking at how they can meet these needs today, while being able to adapt and respond going forward.

If you are thinking about streamlining customer support in your business, here are some things you’ll need to consider.

Where technology can help

Between 2012 and 2017, companies doubled the number of channels they used to communicate with customers as they sought to find new ways to improve the customer experience[1]. But that doesn’t mean that they had to employ double the amount of customer support staff.

Instead, smart organisations are identifying ways they can introduce technology such as AI and automation to reduce the number of times customers require a human touch.

Look at all the service touch points in your operation to see where you can use tech to help. To do this, you can break it down as follows:

  1. Where a customer might require a physical visit by an engineer
  2. Where a customer can contact a real person to get support remotely
  3. Where tools such as online portals, dashboards, AI chatbots and support forums can be used to enable self-service customer support.

Where customers can help themselves

The “call avoidance” principle has long been used in service led industries. Through this approach, organisations look at ways to remove the need for customers to contact service teams. Call-avoidance has become popular as providing human-to-human support is both time-consuming and expensive.

But service businesses can’t just make it difficult for customers to contact them. They won’t keep these customers and attract new business if they do! Instead, companies are investing in self-service and self-help tools as the first point of call for any issues. And, with this model, customers only need to pick up the phone when self-help cannot assist.

What communication channels do you need?

You don’t have to offer customer support via every single communication platform. But you do need to establish which ones your customers would value. Channels that are popular with customers include online portals/dashboards, telephone support, social media, and live chat functionality.

For many businesses – as well as identifying where cost savings can be made – reviewing, adding and changing communication channels also provides a fantastic opportunity to establish where they can meet the needs of their customers better. Not least because the real value of technology is the time it saves when it comes to routine, repetitive, and often unnecessary manual interventions.

How will you provide a consistent approach?

Today, people no longer want a segmented approach to customer support. Instead, they want a consistent, holistic, omnichannel experience. But, if your support environment is complex, you may have established different methods, teams and processes for managing all the various support channels.

When looking to streamline your customer support management, you should consider how to align your messaging, goals, objectives, etc., across each channel and device.

Simplifying your customer support management

A total workforce and business management solution, our service management software can help you to increase your efficiency, streamline your customer support, and optimise your resources.

To see how our software can give your business a competitive advantage, contact us today for an informal chat.


[1] Aberdeen Group