Online customer support is fast becoming the communication avenue of choice for many users who need technical assistance. Calling into help desks by phone often leads to lengthy wait times, confusing menus, and ineffective dialogs. On the flipside, support offered online gives customers the option to connect through email, in-browser Web chat, co-browsing or screen sharing, and more. Virtual communication can be more discrete, convenient, and is increasingly preferable over other options—particularly for the millennial generation.
Given the popularity and benefits of this type of service, how can companies ensure that their online customer support is up to snuff? Larry Alton, writing for Entrepreneur, has some key points for companies to focus on when designing theirs. The first and probably most important suggestion is for companies to avoid sounding like machines.
One of the major complaints of customers who dislike phoning in their questions is that agents often sound too scripted, resulting in the impression that they’re not really listening to the customer or engaging in a personal way. Online support is predisposed to seeming impersonal, so companies should make a concerted effort to see that their online agents converse in a natural and personable way, while still remaining informative and succinct. Customers will leave with an impression of more personalized service, from agents and a company that cares about the individual.
In this vein, automation is a delicate balance. There is certainly a time and place for automated assistance online, such as an email link to a support page for users having difficulty with basic tasks like setting up an account. But customers should always feel like they have the option of more in-depth assistance, rather than feeling limited to preexisting FAQs and guides that might only be partially applicable to them.
Finally, it’s crucial for companies with an online presence to maintain transparency. This includes making customer service contact information readily and clearly available, as well as all of the customer’s service options. Trying to hide or minimize certain information could make a company seem disingenuous.
Online customer support can greatly improve the relationship between a company and its customers by providing them with more communication options and tools for self-service as well as personalized assistance. By taking the time and care to map out a thoughtful and customer-conscious online system, any help desk and its parent company will find that the customer experience improves dramatically.
Edited by Maurice Nagle