Companies announce artificial intelligence in their automation, talk about how they implemented a couple of cool customer service systems, but when calling technical support, we continue to suffer and listen to the suffering voices of operators with hard-won scripts. Moreover, you probably noticed that we, IT specialists, perceive and evaluate the work of numerous customer support services of service centers, IT outsourcers, car services, help desks of telecom operators, including the support of the company in which we work or which we manage, much more sharply.
So what's up? Why is a technical support call / technical support almost always an occasion for a heavy sigh and some kind of doomed need? We know something about the reasons.
Tech support dreams from our childhood
Support Issues You Probably Have
Incompetent employees
Incompetent employees are, at first glance, the main cause of problems with technical support. It is unacceptable when you are waiting for a solution to your problem or at least a correct redirect to a specialist, but you get a complete disregard for the essence of the issue and a little advertising to boot. However, don't rush to blame the support specialists - as a rule, the root of this problem lies much deeper.
The selection of unqualified personnel is the first mistake of companies. It is clear that if you are not a DevOps outsourcer with decent offers to applicants, highly qualified system administrators and engineers will not come to you. But recruiting "1st and 2nd year students in their free time" is fraught. This is a lottery: you can take your future head of support or even the main developer, or you can take a studio, who doesn’t even care about studying - all the time is free. As a rule, these guys do not have developed communication skills, they do not have a desire to learn (and a supporter is always learning and the ability to explain to another, which is possible only when you yourself understand it with confidence). Therefore, when selecting candidates, you should be guided not by the principle of cheapness of an employee or his desire to come to you, but by objective metrics and the ability to solve simple support tasks in practice.
Clueless employees are a huge problem for many companies, regardless of size or industry. Speaking of stupid, we mean illiterate, unskilled and, most importantly, who do not want to change something in their qualifications and learn. So why do companies run into these guys over and over again? It's simple: quite often, not those who know how and know, but those who are cheaper, "and we'll teach you there," are recruited into the support. This is a critical mistake that leads to staff turnover (“not mine”, “oh, how evil you all are”, “study is more important”), to errors in work (“I haven’t learned yet”, “well, still study, but for I have to do that kind of money to harm you!”), to useless attempts to educate (“what the hell, talking to customers, I didn’t finish management for this, I want to be a leader”).
Obvious and hard to apply advice, but try to work with staff at the hiring stage. Don't torment them with questions about where they see themselves in five years, talk to the point:
- ask them what quality customer service means to them;
- offer cunning scenarios of conversations with clients and ask how they will react;
- ask them what they think your business is about and what customers want.
These three simple and honest parts of the interview will give you an idea of who the people you are hiring on the front lines are and how they present themselves within your business.
Lack of training
Lack of training is another problem. Yes, in a company where there is technical support (well, or just any customer service), formal training is always carried out: somewhere it is a course for a young fighter, somewhere a lecture for a couple of hours, somewhere a strict boss who rudely broadcasts for 15 minutes about the fact that the company should be called exclusively Astroservice Technologies Group Elelsie Company, and the name of the client should be mentioned at least 7 times in a conversation, the rest is not so important. This, of course, is not all that. There are several best practices for training the help desk / service desk, among which the most universal ones can be distinguished.
- Perfect option. After recruiting a group of specialists, every 2-3 supporters are assigned a mentor from among experienced employees who conducts detailed desk training and immediately consolidates knowledge in practice. So the information is assimilated as quickly as possible and it is possible to avoid discrepancies.
- Acceptable option. Classroom training is carried out in several visits, and a senior specialist only answers questions that arise and periodically analyzes calls / letters / chats with newcomers after the fact. In this situation, the likelihood that a beginner messes up is higher.
- Option "Well, at least something." As in the previous two cases, you have a knowledge base that contains typical cases and problems (well, or you just have access to old tickets) and a new employee analyzes situations on his own for a couple of weeks, and then passes something like an exam. Of course, something will remain in your head, but the effect is similar to reading Stroustrup's book without a computer and IDE in front of your nose and a test on a piece of paper. That is why the junior sees the compiler and is frightened of it. So here - a telephone headset or a letter will introduce a novice operator into a stupor.
No matter how great a company is, tech support will always be the department with the highest turnover. Therefore, selection and training should be initially put on a professional footing, otherwise everything will get worse and worse.
Endless and boring scripts
Total “scripting” is another scourge of technical support and, in general, of any customer service. The speech of specialists is sometimes so scripted that even we, IT people, suspect that there is a robot with unfinished intelligence on the other side. Of course, certain tips for different situations are an urgently needed thing, but communication should take place in human language. Compare the two dialogues.
1.
- Hello. Welcome to the support service of Astroservice Technologies Group Elelsy Company. We welcome your request. What is your problem?
— Hello. I can't log into the admin panel on your site to complete the purchase. Writes that the login does not exist.
We are very happy to hear from you and are ready to answer your questions. Answer the question, when did you register on our site?
- About three years ago. Yesterday it went fine.
- Thanks for the detailed answer. What is your login?
- hellboy.
- Thanks for the detailed answer. <…>
2.
— Good afternoon, Astroservice company, my name is Vasily. How can I help you?
— Hello. I can't log into the admin panel on your site to complete the purchase. Writes that the login does not exist.
- When did you register on our site? How long has this problem been?
- About three years ago. Yesterday it went fine.
- What is your login?
- hellboy.
“Yes, let’s take a look now. I look at your login, yeah, you have expired ... <...>
More specifics, less irritation and words, after which the topic of conversation is already blurred. By the way, this also applies to sales.
Referrals to specialists are sometimes a necessary and even correct measure - it is much better to wait a minute for a response from a specialized specialist than to try to achieve something from the first line. However, when the chain acquires several links, each of which needs to repeat all the information about the problem, I want to quit communication and go to Google. And if in case of an urgent appeal to a bank or, for example, a clinic, such redirection with explanations is justified, then in the case of a written solution to the issue by mail, chat or instant messenger, this is at least indecent.
Information about the client’s problem must be quickly and accurately recorded and stored in order to transfer it to the performer without forcing the client to retell for the tenth time how his underfloor heating did “pshsh, then crack-crack, then trrrr and shibanul wow, just like for sure because the cat- I did pick up the corner and confused it with a tray. This can be done in any form, for example, in a separate chat, as a note to a card in the CRM system, or directly in a ticket inside the helpdesk. Here is how it is implemented in there is a description of the task from the client, the operator can clarify the information, request screenshots and files, and then simply delegate the task to a colleague who is competent in this matter. At the same time, the client himself on the client portal will see who and at what stage is engaged in his task. And since the version , which is already available, internal messages appeared in the system - operators can discuss the task among themselves, and the client will not see those comments that he does not need to see.
An internal message in the interface is marked with a special icon. The client does not see it.
Support that sells, not supports
Sales in technical support or help desk is another facet of the forces of darkness in your support. We know that in the support services of many companies, including telecom operators, the supporter is obliged to offer additional services and he has a sales plan that directly affects the amount of bonuses. And it's terrible, because. takes time, creates the impression of being sucked in and constantly striving to make money on the client. As a result, the evaluation of the operator's work decreases and loyalty drops significantly. Damn it, I'm nervous, my mobile Internet is not connected when the package is paid, after 10 minutes my presentation at the conference, and I have “We have good news for you: you can connect a 5 GB Internet package for only 150 rubles. Would you like to join right now?" Yes, yo-my, solve my problem right now, and let the sales people make a separate call. In addition, the offer of services is often completely thoughtless: the same package for 150 is offered to someone who has anlim and the volume of mobile traffic consumed per month is above 30 GB.
There is only one piece of advice here: say “no” to sales in the help desk if you are related to operational assistance: communications, gadgets, support for B2B solutions (hosting, CMS, CRM, etc.). And try to weave in the sales organically if you're a slow service. For example, when contacting a perfume store to clarify the availability of a product or opening hours, it is quite acceptable to talk about a new product of the same brand or add: “We work from 10 to 22, come, you are waiting for discounts of up to 70% and 2 for the price of 1 for all care.”
IVR: friend or foe?
The next block of problems includes a powerful weapon that can become a highly efficient customer management machine, or it can kill all the intentions of your service. We are talking about IVR (and at the same time about its descendants - chat bots). IVR is a great tool to reduce the burden on the help desk: you can “keep the client busy” before the operator answers and take him immediately to the right specialist. Again, IVR should be a router, not a sales tool in the areas listed above. IVR saves time for both the client and the operator by identifying the problem and prioritizing the call.
By the way, an offer to call back is great if the client does not want to listen to the voice menu or communicate with the bot. "If you do not have time to wait for the operator's response, hang up and we will call you back within 5 minutes."
Ignorance of the product
There is such an anecdote: "The store manager says to the sellers: - Sorry, but it seems to me that the phrase" all sorts of crap "does not fully reflect our entire range." And it is quite suitable for describing the work of a support service, whose employees can have dozens of cheat sheets in front of their eyes, but at the same time have absolutely no knowledge of the company's product or service, not to mention comparing the product and customer expectations from it. Experience shows that there is no more disappointed customer than the one who knows more about your company's product or service than the person who tries to help on the other end of the chat, call, email.
The advice is as simple as possible: any support employee should be familiar with all the features of the company's products or services, as well as the best combinations of products and services for each type of customer. Only in this way you will not just answer the client's question, but answer in his value system, understanding how and why he uses this product. This is an ideal and impractical option, since in this case experts should work in technical support, but striving for it can increase the level of quality of service. And as they say, a satisfied client gradually turns into our agent and begins to attract new clients. Therefore, the competent work of technical support is a struggle for loyalty, which indirectly affects the increase in sales, even without selling anything.
How it worksFor example, you sell IT outsourcing services. You have a client in service who has everything geared towards sales and his guys do not raise their heads from telephony and CRM, and there is a client who sells the product through marketing, and his salespeople are rather passive. Both have the same infrastructure: CRM, 1C, website, 12 jobs each. And here is the disaster - the network drops for clients, and you need to give a primary answer in order to do some kind of analysis remotely and make a decision to leave. You need to understand that there is panic in both offices.
Standard response: "We'll figure it out. Now we’ll take a look remotely and, if necessary, we’ll come.” // Impersonal, without an executor, with an indefinite start of work and the course of the process.
Good response for company 1: “Got your problem. I know how important it is for you to constantly call and work in CRM. Vasily has already started working on the problem. You can see the progress of the work in the ticket. // The client's pain is accepted, there is the name of the performer and manager, the urgency is visible, it is clear where to follow the process.
Good response for Company 2: “Got your problem. Let me know if there were any mailings, if something needs to be restored. The task is assigned to Vasily. You can see the progress of the work in the ticket. // The client's pain is accepted, care is shown, there is a name of the performer. However, the term is not defined, because. the client has a lower urgency than 1.
This is what makes the helpdesk convenient. , in the interface of which the client sees the progress of work, responsible persons, comments, etc. - a complete feeling of control over the application and a much calmer behavior of customers who will not pull you with calls and letters with questions like “Well, when?”
Here it is worth mentioning inattention, which can create the impression of ignorance of the product. Inattention is a special category of technical support errors. It can be due to both a lack of knowledge and fatigue, because the work in the support service is almost always intense, sometimes with not the most physiologically acceptable schedule. Therefore, the support person often confuses the name, the product, the question itself on the phone. The situation is aggravated by the fact that the employee notices an error, but still does not clarify the question or answers the wrong question. Of course, this will certainly lead to problems with the client, because he will remain dissatisfied with the work.
Is there a solution to the problems?
Illiterate automation of the service department leads to problems with the service, that is, in fact, it can make your customers customers of your competitors. Each appeal to technical support (or just support) is a kind of warning from the user, to which you need to clearly, quickly and competently respond. If you do not respond, the appeal will be published on social networks, on reviews and in other places where you will have to fight for your reputation and prove that you are not a camel.
Dissatisfied customers have another unpleasant side effect: perpetually dissatisfied customers can lead to the departure of any employee, including engineers, developers, testers, etc. And this is a new hire and new money. Therefore, you need to do everything to make the work of the support service simply first-class - even if it is a bunch of inexperienced students.
Develop a customer service manual. In no case should this be another formal regulation, it should be a complete, intelligible document written in human language, in which you need to display the main duties of employees, secondary duties of employees (areas where they can take responsibility), routes of calls within companies, application procedures, description of the software used, the most common application cases, communication style, etc. (the full set depends on the business).
Select a technology for organizing a help desk. No need to bother and fence complex systems based on Jira, CRM or ITSM systems, get separate software for supporters that they will be comfortable working with (the concept of comfort here includes speed, simplicity and intuitiveness of mastering at the level of “sit down and work in 5 minutes "). What is good about using such an application?
- The client can control the process that is associated with his request: go to his personal account and see the status of the task, performer, requests, comments, optionally - the cost of work, if they are paid. This saves time and allows the client to calm down.
This is how an application with a customized questionnaire may look like - all information is indicated in the required fields, including the required fields. Interface
Visible and invisible for the client (who created the request) records. Interface
- The Helpdesk system is a system that you don't need to talk to, and this has significant advantages: you can state the problem in detail and competently, without getting confused or in a hurry; the problem questionnaire itself allows you to remember all the significant details; you can solve problems where it is inconvenient to talk, etc.
- Each employee sees the whole scope of work and does not forget about anything.
- The Helpdesk system makes communication as personalized as possible, and today it is a significant factor in non-price competition. Whoever is a friend to a client has an income 😉
The technology itself does not guarantee a perfect service, but it significantly improves the speed and quality of the support/service work.
Measure! Probably the biggest mistake you make when working with a help desk is not measuring the results of your work. This is one of the most measurable departments with transparent metrics: the number of tickets, the cost of work on tickets, customer satisfaction, and so on. Measuring indicators - the ability to evaluate work, reward, implement a system of material and non-material motivation, which means making long-term relationships with service engineers and support staff. It is for this reason that we have implemented a timing system in our helpdesk .
How we do itВ you can take into account the labor costs of your operators and other specialists, as well as monetize them using the classifier of work categories (price list for services). The system allows you to take into account both paid and free work, in terms of money and standard hours.
With the help of the report on labor costs, after the reporting period (week, month, ...), summary data on labor costs is collected, on the basis of which it is possible to issue invoices for payment and analyze in terms of clients, operators and time periods.
Effort Establishment Panel in ZEDLine Support
But, of course, there is nothing worse than when the company does not have any technical / service support. Many companies have a stagnant, bureaucratic system of working with clients, pay little attention to maintenance and service. Moreover, even service companies manage to keep customers at a wildly low level: with forgotten tasks, not on time, with lost requests. Friends, the year 2020 is approaching, your customers are fed up with marketing and sales, it is difficult to surprise and attract them, but it is more expensive and most difficult to keep them. Support service, support, help, whatever they are called, this is a new stiffener for the company in its desire to fight for customer loyalty. So let's pay attention to supporters, automate and simplify their work so that customers are satisfied and regular, and your business strives to new heights!
Source: habr.com