CRM is not only about generating new customers. It is also about enhancing the relationship with existing customer so that you can retain them. This can only be achieved via quality customer support.
Customer support does not only mean the agent who works incessantly. You can now implement proper self service channels in the back end and save a lot of time, effort and money for the company thereby improving ROI.
Self service solutions enable a company to maintain a highly efficient work force that can handle even the most tedious customer at times. It also removes the unnecessary escalations which is time consuming and can be extremely frustrating for employees.
However, you must find the right self service channel which can be combined with live support to deliver optimum quality customer service.
The cost constraints
You can start off with low costing self service solutions like FAQ’s and search functions for routine interactions and leave the higher costing touch response for more complex issues.
Whenever there is a generic customer enquiry, the low cost self service system comes into play and it effectively costs you only pennies per interaction. Only when a customer is unable to self service the query should higher customer service options like ‘Live chat’ or a telephone call come into the picture.
Personalizing the self service
Now that we have discussed about how self service options are imperative to the success of a company, let us also discuss how you can improve them.
One of the main reasons why customers prefer live help is because they prefer talking to a human being. They hate mechanical answers and hence make sure that each one of your FAQ responses is personalized as it can get.
Avoid complex terms and company jargon within the FAQ. Remember, your aim is to solve the customers query with the FAQ. If the customer escalates the query to higher levels then you are wasting the resources again.
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