For high-tech com­pa­nies, out­stand­ing cus­tomer sup­port is a require­ment for suc­cess in an increas­ingly crowded, com­pet­i­tive mar­ket. How­ever, deliv­er­ing superb online sup­port has become much more com­pli­cated today.

One of the key con­trib­u­tors to that com­plex­ity is the abun­dance of com­mu­ni­ca­tion chan­nels in which cus­tomers can engage with a com­pany. Call cen­ters, online chat, email, text mes­sages, social net­works, on-demand video, and other touch points all shape sup­port con­ver­sa­tions. New types of dig­i­tal inter­ac­tions, such as click-to-call, vir­tual agents, and screen shar­ing are also gain­ing ground.

In look­ing for ways to develop expe­ri­ences that dif­fer­en­ti­ate their brands and deliver value to cus­tomers, high-technology com­pa­nies are turn­ing to eSup­port, a cus­tomer ser­vice approach that is typ­i­cally Web-driven and enables cus­tomer self ser­vice. Suc­cess here deliv­ers on sev­eral key objectives:

  • Improv­ing cus­tomer sat­is­fac­tion. Cus­tomer sur­veys indi­cate that the major­ity of con­sumers seek­ing sup­port pre­fer to self ser­vice and want a choice of how to engage with sup­port. Cus­tomer sat­is­fac­tion rates are con­sis­tently higher, by as much as 20 per­cent, for online chan­nels as com­pared with tele­phone inter­ac­tions and sup­port deliv­ered via other offline chan­nels. (For­rester, “Call Cen­ter Expe­ri­ences Leave Con­sumers On Hold For Some­thing Bet­ter,” April 11, 2011, Updated: April 21, 2011)
  • Dri­ving down cost to serve. eSup­port inter­ac­tions are sig­nif­i­cantly less expen­sive than call cen­ter inter­ac­tions and can reduce costs per inci­dent by as much as 93 per­cent. (CRM Mag­a­zine, August 2011)
  • Reduc­tion of call vol­umes. eSup­port can elim­i­nate daily sup­port calls that can cost as much as $60 per call. (Aberdeen Group, “Multi-Channel Ser­vice Delivery–Getting Cus­tomers the Ser­vice they want, Where and when they want it,” June 2010)

Dig­i­tal mar­ket­ing solu­tions, such as those avail­able within Adobe Mar­ket­ing Cloud, offer rich insights into cus­tomer eSup­port needs, which enable the strength­en­ing of cus­tomer pro­files with rich and pre­dic­tive attrib­utes. Col­lect­ing cus­tomer behav­ioral data pro­vides com­pa­nies insights across chan­nels, includ­ing cus­tomers’ pref­er­ences for engagement.

This infor­ma­tion can then be used to orches­trate cross-channel inter­ac­tions through intu­itive online expe­ri­ences. In the event that the cus­tomer does con­nect with the call cen­ter, these cus­tomer insights can also pro­vide addi­tional infor­ma­tion for com­pany rep­re­sen­ta­tives. As a result, ser­vice rep­re­sen­ta­tives are more informed of cus­tomer issues and the his­tory behind them, which enables the rep­re­sen­ta­tive to be more respon­sive to cus­tomer needs and antic­i­pate future needs. This exchange also offers an oppor­tu­nity for the rep­re­sen­ta­tive to offer addi­tional prod­ucts or ser­vices that boost the company’s revenues.

The eSup­port ser­vice model pro­vides many ben­e­fits. Pos­i­tive cus­tomer expe­ri­ences, increased cus­tomer sat­is­fac­tion and loy­alty, and reduced demands on call cen­ters and lower cost to serve are just a few of them. eSup­port also pro­vides com­pa­nies with more oppor­tu­ni­ties to con­nect with cus­tomers and pro­mote com­ple­men­tary prod­ucts and ser­vices, thereby adding value to the rela­tion­ship for both cus­tomers and companies.

Pro­vid­ing superb eSup­port requires dig­i­tal ana­lyt­ics and opti­miza­tion solu­tions that help ensure infor­ma­tion and processes across every chan­nel are con­tex­tual and rel­e­vant. As indus­try lead­ers are dis­cov­er­ing, the same opti­miza­tion solu­tions used to improve dig­i­tal mar­ket­ing strate­gies can be applied to enhance eSup­port initiatives.

Inte­gral to suc­cess in eSup­port is an end-to-end, inte­grated approach for relat­ing inter­ac­tions and data to out­comes. Also key is the abil­ity to under­stand cus­tomers’ inter­ests and pref­er­ences to empower sup­port teams with the right tools to test and opti­mize expe­ri­ences and deliver bet­ter ser­vice. Lever­ag­ing the right solu­tions, excep­tional eSup­port can become a vital cor­ner­stone of a company’s brand—one well worth achieving.

To learn more about how high-tech com­pa­nies are using eSup­port to their advan­tage, down­load our whitepa­per.

3 comments
visualrank
visualrank

Excellent entry! It's always nice when you can not only be informed, but also entertained! mögel

Mögel
Mögel

Asking questions are actually nice thing if you are not understanding anything fully, but this piece of writing gives good understanding yet. Great post :) husbesiktning