Fast and accurate online customer service

Customer service system for fast and accurate online customer service

Customer service system for fast and accurate online customer service

I'm sure you've tried this before. When you have a question about the product or service you want to buy or have purchased, you just want to have a quick and accurate answer for anything in the world. This applies regardless of which channel you decide to use.

If you do not find an answer to your question through the website or Google, you need to contact customer service. Your time is precious, and frankly, you don't want to wait for long for an answer. And certainly not an answer that won't help you move on.

This is a good example of the fact that today’s consumers have ever higher expectations of receiving fast and accurate online customer service.

Study of online channels

In a 2017 study, 100 companies from different industries in the UK had their customer service reviewed across online channels. Companies had to answer 10 routine questions via online channels such as web, email, chat, Facebook and Twitter. It was also examined how quickly and precisely (measured on relevance and quality) routine questions were answered.

Overall, only 57 % of the routine questions were answered. The study shows that many companies find it difficult to keep up with the volume of online enquiries they receive on social media in particular. It's probably the same in Denmark?

Often, companies either haven't employed the necessary resources. Or they have not invested in the necessary customer service system, which must support employees in their work. This may, at worst, result in customers switching to competitors who provide the customer service they expect.

Bad news despite positive tacts

As can be seen in the table below from the English study, the numbers for precision in response went up slightly in 2017 for web, email and chat compared to 2016. For Facebook and Twitter, however, it went downhill for precision in responses. Here 35 percent and 34 percent of the customers get an answer that is actually useful to them. 65 percent of companies offered customer service via emails, but only 40 percent provided successful answers.

At first glance, the study shows that it's looking bad for the chat feature. But actually, chat was the most accurate channel, as 89 percent of enquiries received a precise response. However, while 49 percent of the companies involved said they offered chat, when the study took place it only worked at 22 percent of them. That can be interpreted as a lack of resources in the customer centers and an unstable operation of the chat function.

Overall, chat and Facebook worsen the total performance for precision in responses, so that it lands at 44 percent. This is a decrease compared to 2016, when the figure was 49 percent.

The companies managed to improve the average response time on email, chat and Facebook, however. Only the response time on Twitter increased compared to 2016.

Table showing results for study on online customer service system

Room for improvement

The study shows a general tendency for companies to have room for improvement in both response times and precision. There was, of course, a wide range between the different companies concerned. Some companies took only an hour and a half to answer an email. Others needed more than 7 days to answer the same question.

The average response time of especially emails comes to 1-2 days or, more precisely, 26 hours and 23 minutes. There us no doubt that it will be too long for a lot of customers.

However, it will only become really critical if the answer the customer receives is not accurate enough to help them. 6 out of 10 customers who enquire via email will have this experience. This does not exactly benefit the good customer experience.

The solution is a customer service system

The challenge for many customer centers is that they can either hire more employees or optimise. When the choice falls on optimising, it can be done with a customer service system. It helps the customer center automate and optimise the processes that otherwise require more hands. In addition, it provides an overview of the many online customer enquiries across channels, so that customers can get quick and accurate reply.

Left is the question: how can a customer service system create the best terms for fast and accurate online customer service across channels such as email, web, chat and Facebook?

6 features to keep an eye on

There are different customer service systems for online customer service on the market that offer different features and address different customer groups and budgets.

In the following I will review 6 system features that can help your customer center provide customers with quick and accurate replies to their online enquiries. I am basing it on Indicia Denmark’s own customer service system, etrack1. This is just to illustrate what you can expect from a ticket system when assessing the various solutions in the market.

Feature #1 – Contact universe facilitates the agent’s work

In order to be able to respond precisely to the customers’ initial contact, the agent must know what the request is. In the Contact Universe, all the contact pages of the website are collected. Here, the customer defines his request with a few clicks and is guided to using the right channel.

As soon as the form is sent in or the chat is activated, the agent will know what the request is about. With the form they have also received the information needed to handle the matter and resolve it at first contact.

Feature #2 – Automatic Distribution

Whether the enquiries come in via a form in the Contact Universe or as an email, the customer service system has a function able to categorise it. Either by means of scanning emails for specific words. Or via the contact universe’s forms that intelligently identify what the enquiry is about.

In both cases, the enquiries are automatically distributed to agents with the right skills to resolve the matter at hand.

Feature #3 – Management of Support Tickets

Once the enquiry is defined and sent in, it must be resolved by an employee with the right skills, who can provide a precise answer. The agents all have a skill set which determines the cases assigned to them. With it's automatic distribution, the customer service system ensures that agents are only presented with cases they have the skills to solve.

At the same time, prioritisation of tasks follows the department’s service objectives. This does not require agents to assess the importance on a case-by-case basis, and customers can be sure to receive a reply within a specified period of time.

It will indisputably facilitate the work of agents to have a knowledge base with standard responses. With a drag and drop feature, agents can quickly build standard responses on email, chat, Facebook and speed up the response time.

Feature #4 – Integrations create transparency

The customer centre should preferably be well informed about a customer’s enquiry when get in contact again. That requires documentation and archiving. As a customer, it can be extremely tiring when you have to explain yourself several times to different employees in the company or via different channels.

The ticket system must therefore be integrated into the company’s other support systems such as CRM, ERP/order and telephony. Thus, all departments can easily access the system and get an overview of the customer’s enquiry history.

Feature 5# – FAQ self-service

With feature 1, 2, 3 and 4, the customer center’s agents are becoming very well equipped to provide customers with quick and accurate answers to their online enquiries. However, there is some low-hanging fruit, which all customer centres should take advantage of immediately. It is a self-service solution with an FAQ module.

The tendency is, that customers want to help themselves. This requires the company to create an FAQ on their website where customers can get answers to the most simple questions. The previously mentioned study showed that the web with its 67 per cent precision is a source where you can satisfy the customers’ information needs and create good customer experiences with few resources.

Blog posts: How to create proactive customer service and avoid repetition in enquiries.

Feature 6# – Analytics provide an upper hand

A customer service system generates a lot of data on both customers‘ online enquiries and the agents’ performances. Of course, you need access to them, so you have a solid basis for making your decisions. With data in your hand, you'll get the best conditions for optimising the operation of your customer center and providing customers with the best possible service.

When your customer center gets help from a customer service system, you increase the ability to score high on both speed and precision in your online customer service.

Book a demo and hear how etrack1 can help your customer center create fast and accurate online customer service.

Yes, I also want fast and accurate online customer service in my customer center.

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