“At this point, we’re tracking all our online support channels. We take measures to improve them accordingly. Yet, I still see no change in our online success rates.”
– A Chief Customer Service Executive at a West European telecom operator.
The support leaders we speak to often have clear aspirations to improve their online support. A common goal that stems from their organizational priorities; from reducing support costs to improving experience-driven KPIs.
However, despite numerous improvement attempts, new technology investments, and increased digital channel offerings many support leaders experience little to no change in their online success rates.
In this blog post, we’ll walk you through three distinct steps to start making a real impact on your online support.
Map out the end-to-end customer resolution journey
In early conversations, our clients often share that they’re already tracking the performance of their support website, community forum, support app, and more. While this is valuable, tracking and optimizing channels separate won’t deliver impactful results.
Why is that?
Data from single touchpoints don’t add up to a single source of truth.
On average, a customer visits nearly four different channels in a single support journey. Tracking these single touchpoints would only reveal a fraction of the full story.
To be able to optimize online support effectively, brands must merge data from all customer touchpoints and zoom out to view them as one end-to-end customer journey.
The solution lies in end-to-end tracking. Enabling you the view the complete support journey and understand how customers switch through your channels.
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The challenge: How to link online and offline sessions
There’s plenty of tools helping brands track online support journeys, but few have figured out a way to link online and offline sessions. Why is this important?
A customer can have spent 30 minutes looking for an online resolution, before contacting live support. If brands do not connect these sessions into a complete journey, their data will represent it as two unrelated support interactions. Each of them telling their own truth about what the customer experienced and how the journey looked.
So how can brands link support interactions and analyze them?
One way to do this is to provide a unique phone number to each user, segment different issues, and journey paths. Not only does this ensure that you get an end-to-end customer journey overview, but it provides agents with real-time insights. Knowing what customer has searched on the website before calling could enable agents to reduce AHT and deliver a better, more personalized experience.
Uncover insights, pain points, and high impact support areas
With end-to-end tracking intact, you can uncover quick wins that promptly steers online success rates upwards. To illustrate this, we’ll look at an example from one of our clients: A West European telecom operator experienced high call volumes, despite optimizing their support pages.
We implemented our advanced tracking and created an overview of their entire support; how many contacts originated from their support pages, how many customers tried but couldn’t self-serve. Most significantly, we revealed that 70% of their support contacts did not originate from their website at all. Now, this was our quick win:
A company can re-orchestrate their self-service pages in a hundred ways, but if nobody sees them, they’re pointless. To ensure the majority of customers would self-serve, they needed to drive their support traffic there.
At the time, their contact number was prominent, overruling any other support options on the search results page. In other words, the most evident way to resolve a problem would be to call.
This is an example of how uncovering insights determines the trajectory direction and impact of your optimization. By analyzing end-to-end customer journeys you can expose the pain points shaping customers’ behavior and high-impact support areas.
Transfer your insights onto an optimization roadmap
Linking analytical insights into action remains a key issue for support leaders. If your newly uncovered insights aren’t transferred onto a roadmap, they’ll get lost or fall into cracks between departments, failing to fully capitalize.
An optimization roadmap works as a blueprint that outlines the precise steps to your desired outcomes. Enabling support leaders to stay focused on the big picture.
Helping managers prioritize initiatives and improve online support in the most effective way.