{"id":38587,"date":"2019-10-31T22:24:43","date_gmt":"2019-10-31T19:24:43","guid":{"rendered":"https:\/\/prohoster.info\/blog\/zachem-vam-sluzhba-podderzhki-kotoraya-ne-podderzhivaet\/"},"modified":"2019-10-31T22:24:43","modified_gmt":"2019-10-31T19:24:43","slug":"zachem-vam-sluzhba-podderzhki-kotoraya-ne-podderzhivaet","status":"publish","type":"post","link":"https:\/\/prohoster.info\/en\/blog\/administrirovanie\/zachem-vam-sluzhba-podderzhki-kotoraya-ne-podderzhivaet","title":{"rendered":"Why would you need support service that does not support?","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"<p>Companies announce artificial intelligence in their automation, sharing how they implemented a couple of cool customer service systems, but when calling technical support, we continue to suffer while listening to the distressed voices of operators following tortured scripts. You might have noticed that we, techies, perceive and evaluate the performance of various customer support services much more sharply, whether it's service centers, IT outsourcers, auto services, or telecom operator helplines, including the support of the company we work for or manage.\u00a0<\/p>\n<p>So what's the deal? Why does a call to tech support feel like a heavy sigh and an inevitable burden? We know a few reasons.\u00a0<\/p>\n<p><noindex><a rel=\"nofollow\" href=\"https:\/\/habr.com\/ru\/company\/regionsoft\/blog\/469655\/\"><img decoding=\"async\" alt=\"Why would you need support service that does not support?\" src=\"\/wp-content\/uploads\/2019\/10\/1caaa3dddacbb2911aca5f012e2c44f2.png\" style=\"display:block;margin: 0 auto;\" \/><\/a><\/noindex><br \/>\n<i>The dream tech support from our childhood<\/i><br \/>\n<noindex><a rel=\"nofollow\" name=\"habracut\"><\/a><\/noindex><\/p>\n<h2>Support issues that you likely also face<\/h2>\n<p><\/p>\n<h3>Incompetent staff<\/h3>\n<p>\nIncompetent staff appears, at first glance, to be the primary reason for problems with technical support. It's unacceptable when you're waiting for a solution to your issue or at least a proper redirection to a specialist, but instead, you receive complete disregard for your question along with a bit of advertising. However, it\u2019s important not to rush to blame the support specialists\u2014typically, the root of this problem runs much deeper.<\/p>\n<p>The hiring of unqualified personnel is the first mistake companies make. It\u2019s clear that if you're not a DevOps outsourcer with decent offers for candidates, highly qualified system administrators and engineers won't come to you. But hiring 'students from the first and second year in their spare time' is also risky. It's a lottery: you might end up with your future support manager or even the lead developer, or you could get a student who's indifferent to studying\u2014just using their free time. Generally, these individuals lack communication skills and have no desire to learn (and support staff must always be willing to learn and explain things to others, which is only possible when they fully understand the material themselves). Therefore, when selecting candidates, the focus should not be on the cheapness of the employee or their desire to come to you, but rather on objective metrics and the ability to solve simple support tasks in practice.<\/p>\n<p>Incompetent employees are a significant issue for many companies, regardless of their size or industry. When we refer to incompetence, we mean unskilled, unqualified individuals who, most importantly, are unwilling to improve their skills or learn. So why do companies repeatedly end up hiring such individuals? The answer is simple: often, support teams hire not based on skill or knowledge, but rather on cheaper options, thinking 'we'll train them later.' This is a critical mistake that leads to high turnover rates ('it's not my job,' 'oh, you are all so mean,' 'learning is more important'), errors in work ('I haven't learned yet,' 'well, if I have to learn, for that pay, I should even sabotage you!'), and futile attempts at training ('what's this nonsense, talking to clients; I didn't finish management for this; I want to be a leader').<\/p>\n<p>It's an obvious yet difficult piece of advice, but try to work with your staff during the hiring phase. Don't burden them with questions about where they see themselves in five years; instead, talk about what really matters:\u00a0<\/p>\n<ul>\n<li>ask them what quality customer service means to them;\u00a0\n<\/li>\n<li>present tricky customer interaction scenarios and ask how they would respond;\n<\/li>\n<li>inquire about what they believe your business does and what clients want.\n<\/li>\n<\/ul>\n<p>\nThese three simple and honest parts of the interview will give you insight into who the people are that you are hiring for the front lines and how they envision themselves within your company.<\/p>\n<p><img decoding=\"async\" alt=\"Why would you need support service that does not support?\" src=\"\/wp-content\/uploads\/2019\/10\/3ffe5408f26c4ab9b6bcf7dcb4385c27.png\" style=\"display:block;margin: 0 auto;\" \/><br \/>\n<\/p>\n<h3>Lack of training<\/h3>\n<p>\nLack of training is another problem. Yes, in a company with technical support (or any customer service), there is always formal training: sometimes it's a rookie course, sometimes a lecture for a couple of hours, or a strict supervisor who spends 15 minutes harshly lecturing that the company should be referred to exclusively as Astrosynergy Technologies Group LLC, and the customer's name must be mentioned at least seven times during a conversation, with other details being less important. Of course, this is not adequate. There are several best practices for training support\/service departments, among which a few universal ones can be highlighted.\u00a0<\/p>\n<ol>\n<li>The ideal option. After gathering a group of specialists, each 2-3 support staff are assigned a mentor from among the experienced employees, who conducts detailed training and immediately reinforces the knowledge in practice. This way, information is absorbed as quickly as possible and misunderstandings can be avoided.\n<\/li>\n<li>Acceptable option. Classroom training is conducted in several sessions, and the senior specialist only answers emerging questions and periodically analyzes calls\/emails\/chats with newcomers. In this situation, the likelihood of a mistake by the newcomer is higher.\n<\/li>\n<li>The option of 'well, at least something'. As in the two previous cases, you have a knowledge base of typical cases and problems (or at least access to old tickets), and the new employee spends a couple of weeks sorting out situations on their own, after which they take something like an exam. Certainly, some information will stick, but the effect resembles reading a book by Stroustrup without a computer and IDE in front of you and taking notes on a sheet of paper. Therefore, the junior sees the compiler and gets scared of it. Similarly, a headset or email can leave the novice operator in shock.\u00a0\n<\/li>\n<\/ol>\n<p>\nNo matter how great the company is, technical support will always remain a department with the highest employee turnover. Therefore, recruitment and training need to be set on a professional track from the start, otherwise it will only get worse.<\/p>\n<p><img decoding=\"async\" alt=\"Why would you need support service that does not support?\" src=\"\/wp-content\/uploads\/2019\/10\/f1899c2ac34895eac8717cb16280abb4.png\" style=\"display:block;margin: 0 auto;\" \/><br \/>\n<\/p>\n<h3>Endless and boring scripts<\/h3>\n<p>\nTotal 'scripting' is another scourge of technical support and indeed any customer service. Sometimes the specialists' speech is so scripted that even we, IT professionals, have doubts that there is a robot with unfinished intelligence on the other side. Of course, having certain prompts for various situations is essential, but communication should occur in human language. Compare two dialogues.<\/p>\n<h3>1.<\/h3>\n<p>\n<i>\u2014 Hello. You are being greeted by the support service of Astroservice Technologies Group LLC. We are glad to assist you. What issues are you facing?<br \/>\n\u2014 Hi there. I cannot log into the admin panel on your website to complete the purchase. It says that the username does not exist.<br \/>\nWe are very glad to assist you and are ready to answer your questions. Could you let us know when you registered on our website?<br \/>\nAbout three years ago. I was able to log in fine yesterday.<br \/>\nThank you for your detailed response. What is your username?<br \/>\nhellboy.<br \/>\nThank you for your detailed response.<\/p>\n<h3>2.<\/h3>\n<p>\nGood day, this is AstronService, my name is Vasily. How can I assist you?<br \/>\n\u2014 Hi there. I cannot log into the admin panel on your website to complete the purchase. It says that the username does not exist.<br \/>\nWhen did you register on our website? Has this issue been ongoing for a while?<br \/>\nAbout three years ago. I was able to log in fine yesterday.\u00a0<br \/>\nWhat is your username?<br \/>\nhellboy.<br \/>\nOkay, let's figure this out. I\u2019m checking your username, ah, it has expired\u2026<\/i><\/p>\n<p>More specifics, less irritation and words that blur the topic of conversation. By the way, this also applies to sales.<\/p>\n<p>Redirecting to specialists is sometimes a necessary and even correct measure\u2014it's much better to wait a minute for a response from a specialized expert than to try to accomplish anything with the first-line support. However, when the chain has several links, each of which needs to repeat all the information about the issue, it makes you want to end the communication and just Google it. And if during an urgent inquiry to a bank or, for example, a clinic, such redirection with explanations is justified, then in the case of resolving written issues via email, chat, or messenger, it is at least impolite.<\/p>\n<p>Client problem information needs to be recorded quickly and accurately to pass it on to the performer without making the client recount how their heated floor made a \"pshh, then quack-quack, then trrrrr and hit hard, and probably because the cat dug into the corner and confused it with the litter box\" for the tenth time. This can be done in any form, be it in a separate chat, as a note in a CRM card, or even directly in a ticket within the help desk. Here's how this is implemented in <noindex><a rel=\"nofollow\" href=\"https:\/\/www.zedline.ru\/\"><b>the cloud help desk ZEDLine Support:<\/b><\/a><\/noindex> there\u2019s a description of the client's task, the operator can clarify information, request screenshots and files, and then simply delegate the task to a competent colleague. Meanwhile, the client on the client portal will see who is handling their task and at what stage. Starting from version <noindex><a rel=\"nofollow\" href=\"https:\/\/www.zedline.ru\/\"><b>ZEDLine Support 2.2<\/b><\/a><\/noindex>, which is already available, the system now includes internal messaging\u2014operators can discuss the task among themselves, and the client will not see the comments they do not need to see.<\/p>\n<p><img decoding=\"async\" alt=\"Why would you need support service that does not support?\" src=\"\/wp-content\/uploads\/2019\/10\/37fdb15c7c127c18a826a024f4826c06.png\" style=\"display:block;margin: 0 auto;\" \/><br \/>\n<i>An internal message in the interface is marked with a special icon. The client does not see it.<\/i><\/p>\n<h3>Support that sells rather than assists<\/h3>\n<p>\nSales in technical support or helplines represent another dark side of your support service. We know that in many companies' support departments, including telecommunications operators, support staff are required to offer additional services and have a sales plan that directly affects their bonuses. This is terrible as it consumes time, creates the impression of a hard sell, and shows a constant desire to profit from the client. Consequently, it lowers the perception of the operator's work and significantly reduces loyalty. Damn it, I'm stressed, I can't connect to mobile internet despite having paid for the package, my presentation is in 10 minutes, and I'm being told, 'We have good news for you: you can activate a 5 GB internet package for just 150 rubles. Should I set it up for you right now?' For goodness' sake, solve my problem right now, and let salespeople call separately. Moreover, often the service offers are mindless: the same package for 150 is offered to someone who has unlimited access and consumes more than 30 GB of mobile traffic per month.\u00a0<\/p>\n<p>The advice here is simple: say 'no' to sales in the helpline if you are providing operational assistance: communication, gadgets, B2B solutions support (hosting, CMS, CRM, etc.). Try to weave in sales organically if you belong to non-operational service. For example, when inquiring at a perfume store about the availability of a product or working hours, it's perfectly acceptable to mention a new product from the same brand or add, 'We are open from 10 to 22, come by, there are discounts of up to 70% and a 2-for-1 deal on all skincare.'\u00a0<\/p>\n<h3>IVR: friend or foe?<\/h3>\n<p>\nThe next set of problems includes a powerful tool that can turn into a high-efficiency customer management machine or destroy all ambitions of your service. This refers to IVR (and also its descendants \u2014 chatbots). IVR is an excellent tool for reducing the load on the support service: it can 'engage the customer' until an operator responds and direct them immediately to the right specialist. Again, IVR should be a router, not a sales tool in the areas mentioned above. IVR saves time for both the client and the operator by identifying the issue and assessing the priority of the inquiry.<\/p>\n<p>By the way, a great option is to offer a callback if the customer doesn't want to listen to the voice menu or interact with a bot. 'If you don\u2019t have time to wait for an operator\u2019s response, hang up and we will call you back within 5 minutes.'\u00a0<\/p>\n<p><img decoding=\"async\" alt=\"Why would you need support service that does not support?\" src=\"\/wp-content\/uploads\/2019\/10\/f27fdfa6ec07e9f615c34e88aea676e0.png\" style=\"display:block;margin: 0 auto;\" \/><br \/>\n<\/p>\n<h3>Lack of product knowledge<\/h3>\n<p>\nThere is a joke: 'The store manager says to the salespeople: \u2014 I'm sorry, but I think that the phrase \u201cany old thing\u201d does not fully reflect our entire assortment.' And it perfectly describes the work of the support service, where employees may have dozens of cheat sheets in front of them but have no idea about the company\u2019s product or service, let alone match the product with customer expectations. Experience shows that there is no more disappointed customer than one who knows more about your company's product or service than the person trying to help on the other end of the chat, call, or email.\u00a0<\/p>\n<p>A simple piece of advice: every support staff member must be familiar with all the features of the company\u2019s products or services, as well as the best combinations of products and services for each type of client. Only then can you not only answer the client's question but address it within their value system, understanding how and why they use that product. This is the ideal yet seldom achievable scenario, as support must be staffed by experts; however, striving towards this can enhance service quality. As they say, a satisfied customer gradually turns into our agent, attracting new clients. Therefore, effective support is a fight for loyalty, which indirectly influences sales growth, even without actively selling.<\/p>\n<p><b class=\"spoiler_title\">How it works<\/b><i>For example, you provide IT outsourcing services. You have a client whose entire operation revolves around sales and their team is constantly tied up with telephony and CRM, and another client who sells a product through marketing, where the salespeople are rather passive. Both have the same infrastructure: CRM, 1C, website, with 12 workstations each. Now there\u2019s a disaster\u2014clients face a network outage, and you need to give an initial response to enable a remote analysis and decide on dispatching. It\u2019s important to understand that panic ensues in both offices.\u00a0<\/p>\n<p>The standard response: 'We\u2019ll figure it out. We\u2019ll check remotely and if necessary, we\u2019ll come.' \/\/ Impersonal, without a dedicated staff member, with an undefined start to the work and process flow.<\/p>\n<p>A good response for Company 1: 'I understand your problem. I know how important it is for you to make calls and work in CRM. Vasily has already started working on the issue. You can track the progress in the ticket.' \/\/ The client\u2019s pain is acknowledged, there\u2019s a named executor and manager, urgency is clear, and it\u2019s obvious where to monitor the process.<\/p>\n<p>A good response for Company 2: 'I understand your problem. Please let me know if there were any mailings, or if anything needs to be restored. The task has been assigned to Vasily. You can track the progress in the ticket.' \/\/ The client\u2019s pain is acknowledged, there\u2019s a display of concern, and a named executor. However, the timeframe is not defined as the client\u2019s urgency is lower than that of Company 1.\u00a0<\/p>\n<p>This is the convenience of a helpdesk. <noindex><a rel=\"nofollow\" href=\"https:\/\/www.zedline.ru\/\">ZEDLine Support 2.2<\/a><\/noindex>, in the interface where the client sees the progress of the work, the responsible parties, comments, etc. \u2014 a complete sense of control over their request and a much calmer behavior from clients, who will not disturb you with calls and emails asking 'So, when will it be done?'\u00a0<\/i><\/p>\n<p>It is also worth mentioning inattention, which can create an impression of not knowing the product. Inattention is a particular category of errors in technical support. It can stem from a lack of knowledge or fatigue, as working in support is almost always an intensive load, sometimes with a not-so-physiologically acceptable schedule. This often leads to the support agent confusing names, products, or the actual question over the phone. The situation is aggravated by the fact that the employee notices the mistake but still does not clarify the question or responds to the wrong one that was asked. Of course, this will inevitably lead to problems with the client, as they will be dissatisfied with the service.\u00a0<\/p>\n<h2>Is there a solution to the problems?<\/h2>\n<p>\nPoorly executed automation in the service department leads to service issues, which can essentially turn your clients into your competitors' clients. Each interaction with technical support (or just support) is a kind of warning from the user that needs a clear, prompt, and competent response. If you do not respond, the inquiry will be published on social media, review sites, and other places where you will have to fight for your reputation and prove that you are not a camel.\u00a0<\/p>\n<p>Dissatisfied clients have another unpleasant side effect: chronically unhappy clients can lead to the departure of any employees, including engineers, developers, testers, etc. And that means new hires and more money. Therefore, everything must be done to make the work of the support service simply top-notch \u2014 even if it comprises a bunch of inexperienced students.\u00a0<\/p>\n<p><b>Develop a customer service guide.<\/b> This should not be yet another formal regulation; it should be a comprehensive, clearly written document in plain language that outlines the primary responsibilities of employees, secondary responsibilities (areas where they can take on accountability), internal communication pathways, procedures for inquiries, descriptions of the software used, the most common application cases, communication style, etc. (the complete set depends on the business).\u00a0<\/p>\n<p><b>Choose a technology for organizing the support service. <\/b>There's no need to overcomplicate things by building intricate systems based on Jira, CRM, or ITSM systems; implement separate software for support agents that they will be comfortable using (comfort here includes speed, simplicity, and intuitive operation at a 'sit down and start working in 5 minutes' level). What\u2019s the benefit of using such an application?<\/p>\n<ul>\n<li>Clients can monitor the process related to their request: they can log into their personal account to see the task status, assignee, inquiries, comments, and optionally \u2014 the cost of services in case they are chargeable. This saves time and helps reassure the client.\n<\/li>\n<\/ul>\n<p>\n<img decoding=\"async\" alt=\"Why would you need support service that does not support?\" src=\"\/wp-content\/uploads\/2019\/10\/af7f7460dd48dd51784d167b407883df.png\" style=\"display:block;margin: 0 auto;\" \/><br \/>\n<i>This is how a request with a configured form might look \u2014 all information is provided in the required fields, including mandatory ones. Interface. <noindex><a rel=\"nofollow\" href=\"https:\/\/www.zedline.ru\/\">ZEDLine Support<\/a><\/noindex><br \/>\n<img decoding=\"async\" alt=\"Why would you need support service that does not support?\" src=\"\/wp-content\/uploads\/2019\/10\/4b25927472b28c92cd14fe0faeac486e.png\" style=\"display:block;margin: 0 auto;\" \/><br \/>\nVisible and invisible entries for the client (who created the request). Interface. <noindex><a rel=\"nofollow\" href=\"https:\/\/www.zedline.ru\/\">ZEDLine Support<\/a><\/noindex><\/i><\/p>\n<ul>\n<li>A helpdesk system is one that doesn't require conversation, and this has significant advantages: one can describe the problem in detail and clearly without confusion or haste; the problem form allows recalling all significant details; issues can be resolved in situations where speaking is inconvenient, etc.\n<\/li>\n<li>Every employee can see the entire workload and never forgets anything.\n<\/li>\n<li>A helpdesk system makes communication as personalized as possible, and today this is a significant factor in non-price competition. Who treats the client well will see their income increase \ud83d\ude09\n<\/li>\n<\/ul>\n<p>\nThe technology itself does not guarantee perfect service, but it significantly enhances the speed and quality of support\/service work.<\/p>\n<p><b>Measure! <\/b>Perhaps the biggest mistake when dealing with customer support is not measuring the results of their performance. This is one of the most measurable departments with transparent metrics: the number of tickets, the cost of work on tickets, customer satisfaction, and more. Measuring these indicators allows for the evaluation of work, rewarding employees, implementing a system of both financial and non-financial incentives, thus fostering long-term relationships with service engineers and support staff. This is precisely why we implemented a timing system in our helpdesk. <noindex><a rel=\"nofollow\" href=\"https:\/\/www.zedline.ru\/\">ZEDLine Support<\/a><\/noindex>.<\/p>\n<p><b class=\"spoiler_title\">How we do it<\/b>In <noindex><a rel=\"nofollow\" href=\"https:\/\/www.zedline.ru\/\">ZEDLine Support<\/a><\/noindex> you can account for the labor costs of your operators and other specialists, as well as monetize them using a work category classifier (a price list for services). The system allows you to account for both paid and free work, in terms of money and man-hours.<\/p>\n<p>Using the labor report, at the end of the reporting period (week, month, ...), consolidated data on labor costs is collected, based on which invoices can be issued and analysis can be performed across clients, operators, and time periods.<\/p>\n<p><img decoding=\"async\" alt=\"Why would you need support service that does not support?\" src=\"\/wp-content\/uploads\/2019\/10\/384452246998ea11355ed9b5a4e7949f.png\" style=\"display:block;margin: 0 auto;\" \/><br \/>\n<i>The panel for entering labor costs in ZEDLine Support<\/i><\/p>\n<p>But, of course, there is nothing worse than when a company has no technical\/service support at all. Many companies have a cumbersome, bureaucratic system for dealing with clients, paying little attention to service and support. Moreover, even service companies manage to support clients at a painfully low level: with forgotten tasks, delayed responses, and lost requests. Friends, 2020 is approaching, your clients are saturated with marketing and sales; it's hard to surprise and attract them, but what's even more challenging is retaining them. Customer support, help desks, assistance, however they are named, is the new backbone of a company striving to win client loyalty. So let's pay attention to support staff, automate and simplify their work so that clients remain satisfied and loyal, and your business reaches new heights!<br \/>\n<br \/>Source: <a content=\"nofollow\" rel=\"nofollow\" href=\"https:\/\/habr.com\/ru\/company\/regionsoft\/blog\/469655\/\">habr.com<\/a><\/p>","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"<p>\u041a\u043e\u043c\u043f\u0430\u043d\u0438\u0438 \u0430\u043d\u043e\u043d\u0441\u0438\u0440\u0443\u044e\u0442 \u0438\u0441\u043a\u0443\u0441\u0441\u0442\u0432\u0435\u043d\u043d\u044b\u0439 \u0438\u043d\u0442\u0435\u043b\u043b\u0435\u043a\u0442 \u0432 \u0441\u0432\u043e\u0435\u0439 \u0430\u0432\u0442\u043e\u043c\u0430\u0442\u0438\u0437\u0430\u0446\u0438\u0438, \u0440\u0430\u0441\u0441\u043a\u0430\u0437\u044b\u0432\u0430\u044e\u0442 \u043e \u0442\u043e\u043c, \u043a\u0430\u043a \u043e\u043d\u0438 \u0432\u043d\u0435\u0434\u0440\u0438\u043b\u0438 \u043f\u0430\u0440\u0443 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