As the number of support channels and customer touchpoints grows, so does the amount of data generated from them. But when it comes to improving online support, more data doesn’t necessarily mean more insights.

With nearly endless, but often fragmented, customer support data available, brands often don’t know where to start. That’s because they lack an adequate performance overview of their overall support.

In this blog post, we look into the most common pitfall when it comes to improving support in a data-driven and data-rich environment.


Center around your brand, not your touchpoints

When most brands evaluate their customer service, they center on channels & touchpoints – the community forum, the social channels, the support website, the contact center.

This is logical. Because in most cases, organizations are simply wired this way.

However, when customers seek support, they don’t see touchpoints, channels, and different departments. They see your brand- not simply your self-service, community forum, or app.

Analyzing and optimizing individual touchpoints, as opposed to end-to-end customer experiences, will only deliver limited results.

Without a comprehensive customer journey overview, optimization initiatives often miss the mark.

When you’re only tracking individual touchpoints, it’s easy to lose sight of the overall customer experience.

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The trouble with focusing on individual touchpoints

Customer journeys are anything but linear. They’re long and complex. Expanding across multiple touchpoints and channels. Support data from a single touchpoint paints an incomplete picture of the overall support journey. 

Take this practical example: A new home internet customer can’t install his modem. The illustration in his manual doesn’t match the network socket in his home. He looks for help online, without success. He calls customer service, twice, before a technician is sent. The modem gets installed. Problem solved, right? 

For this customer, sure. But the data of these individual touchpoints would fail to describe the full support story and overall customer experience. Uncovering a twofold problem; 

1. The underlying issue would still be left unaddressed. Why wasn’t the customer able to install his modem with the resources provided online? 

2. What was the overall customer support journey? Judging from fragmented touchpoint data, we simply wouldn’t understand the amount of effort, negative experience, and frustration the customer endured.


More data doesn’t necessarily provide more insights

You can have endless support data available, but only by analyzing and synthesizing it, will you find the pain points and improvement initiatives that matter. 

Although AI, advanced analytics & tools help with the heavy lifting, a human touch is still necessary. 

Finding the right insights often requires going through countless online sessions and call recordings. 

Synthesizing the data, derived from this analysis, uncovers the bigger picture – exposing the patterns, inefficient processes, and pain points that drive up support costs and negative experiences.


What’s next?

Transforming support is a journey. Regardless of your support goals, from saving costs to improving NPS, finding the right insights with thorough analysis is the key to start accelerating your support transformation.


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