3 Reasons to Update Your Customer Service Infrastructure
Contributed article by Nicole Kelly
When a customer comes to you for help or support, responding
quickly can make the difference between having a healthy business or a bust
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Whether it's something as simple as advising your customer
to turn their device OFF and ON again, or working through a complex problem
that demands the expertise of an engineer, it's all about being there for your
customers when you're needed.
As a growing company, regulating the seemingly incessant
stream of inquiries, questions, and calls can be a daunting task.
To keep the customer satisfaction rating high and earn your
customers' trust, it is necessary to invest in the customer service
infrastructure of your business without simply throwing money at the
In this article, we're going to talk about ways in which you
can invest money in creating a better customer experience for your target
Reducing the effort your real-life agents have to put in and
making good use of AI are the basic grounds for building solutions to achieve
Read on to learn more.
Why Customer Support Infrastructure Matters?
No matter how well-put-together your business is and how
simple and foolproof your products or services are, some of your customers will
likely experience some sort of problem with it.
Or, it may not even be a problem.
They may simply not be sure how to use the product, how to
assemble it, where does this bolt go, and is this thing supposed to light up
after I hit the switch?
The quality of your customer support infrastructure is
crucial to the amount of money your business makes and how your customers
For example, a well-organized customer support network will
automate the majority of requests and calls, thus reducing the amount of
pressure on your agents.
This is why most companies with online customer support
sections on their websites will have you first search for Q&A solutions and
only put your message through to an actual representative as a last
A strong customer support network alleviates the pressure of
constantly dealing with customers' follow-ups and queries on the one hand, and it
attracts even more customers on the other.
Here are a few of the most important takeaways you can
extract from improving your customer support structure:
Getting to Know Your Customers
One of the most immediate consequences of having your
customers send in their queries or voice messages is that you get to know what
they want and, thus, their needs.
Knowing your customers is the prerequisite for running a
successful business. The more you're in tune with what your buyers want and
need, the more you can hone your production skills and techniques to keep the
existing customers and attract new ones.
It is precisely for this reason that companies spend
millions upon millions of dollars to learn more about their customer
demographics and buying habits.
Anyway, as far as customer support is concerned, having all
the crucial pieces of data at your disposal as a customer
support representative is the all-important first step.
For the most part, customers that ring in assume you already
know their customer ID, the product they've bought, and their call history. (In
case they've contacted the service before.)
Adding data storage facilities and easy-access software to
your customer support department is of great importance, as it allows your
representatives to deal with the complaint or question in a professional,
to-the-point, and time-efficient way.
Resolving Problems Consistently
If you can fix the problems of your customers consistently,
they will see your brand as trustworthy and having an ironclad word.
This is of massive importance for several reasons.
First of all, the existing customers who email or call
customer support will likely buy your products again.
Secondarily, having had decent experiences with your
customer support, they will also likely recommend your brand to their friends
and family. Gradually, this develops the trust necessary to build a strong
brand for which your customers will gladly give money.
Improving Your Data & Company Assets
Whatever your product or service, improving your customer
service structure will set up a platform where you can gather information about
the customer experience relatively quickly and with no additional costs other
than running the customer service department as it is.
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Of course, not all the feedback you get will be particularly
That said, every once in a while, you'll be able to harvest
a couple of golden nuggets of knowledge and insight that will help you improve
your product or service.
For example, let's say a certain number of customers report
that the app you made is slow when they try to access a certain menu. You can
instruct your team of programmers to tackle this issue and enhance the
responsiveness of this particular part of the app.
Also, if your customers think your product is lacking in
features and is getting outdated, this feedback can prompt you to acquire more
assets that will help you address this.
3 Reasons to Update Your Customer Service
The great thing about the modern-day phenomenon of machine
learning and AI doing menial jobs for us is that you can significantly improve
your company's standing by updating your customer service department.
Rather than hiring more operators, what you can do is infuse
as much AI as humanly possible into the troubleshooting process so that your
agents don't have as much work.
Well-made and well-programmed chatbots and other robotic
counterparts to the customer service experience can be all it takes to get your
business to the next level. Also, employing the help of some answering
service companies will help you eliminate the need to do all the hiring
work yourself when it comes to finding talented operators.
Here are the three most important updates you can make to
your customer service infrastructure:
1) Enhance the Agent Experience
If a customer is patient or desperate enough to reach one of
your customer service agents, you want to make sure you give them the optimal
Setting up a good call center requires a two-pronged
On the one hand, what you need is a team of agents that will
all work like a charm together. This matters because sharing information and
quick and easy communication are crucial for getting stuff done.
On the other hand, your agents need to act professionally
and exude patience at all times, even with difficult clients. Leading a
distressed client through a difficult situation via phone is not that easy, and
not everyone can do it.
Thus, hiring a team of customer support representatives that
can do this for you can massively improve your company image and brand
trustworthiness. This goes for both your existing and potential customers.
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2) Make Speed a Priority
It doesn't much matter if the customer service
representative is the most articulate person operating at an international
expert level of troubleshooting if they are not there when you need them.
Many businesses claim to have a 24/7 customer service
hotline, but if you call them, they will put you on hold or tell you that their
services are not available in your time zone, etc.
There are a couple of ways in which you can enhance the
response speed of your customer service department. Thanks to modern
technology, these solutions don't simply mean hiring more people willing to
work extra-long hours.
One of the easiest ways would be to incorporate a chatbot.
These virtual assistants can provide a whole lot of solutions to your customers
without having to dedicate an agent for it.
Alternatively, you can also invest in advanced routing
technology. This way, pairing up a queued-up customer with the nearest
available agent will be a matter of course.
3) Invest & Upgrade Your Self-Service Assets
Last but not least, once you've tweaked and polished all of
your existing customer service assets and talent pool, it's time to reach for
AI to get to the next level.
In the not-so-distant past, chatbots were the new hot thing.
Nowadays, chatbots are the bare minimum for a customer service
In their stead, there are now virtual assistants that can
help your customers pretty much troubleshoot their own issues without the need
for an agent. What's more, in case the problem at hand is too complex for a
virtual assistant + the customer himself to resolve, this duo can at least
provide excellent feedback for the agent.
This way, the agent will have much more info to work with,
which means less research time and prompt and efficient solutions.
All in all, updating your customer service infrastructure
has become much more than hiring more workers and placing a headset with a
microphone on their heads.
With the introduction of chatbots, virtual assistants, and
smart algorithms that enable quick and easy self-service troubleshooting for
most problems, setting up an awesome customer service infrastructure has never
been easier and more rewarding for your business.
Nicole Kelly is a Raleigh, North Carolina, US graphic designer, digital marketing consultant, and writer enthusiast. She
loves writing about new business strategies, digital marketing, and social media trends for different blogs and DigitalStrategyOne.