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What can customer service related SaaS do better to help companies engage with customer?
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Understanding Customer Service in 2012
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2 Answers
Empower the customer. SaaS products should enable the customer to find the right answer quickly, easily, and with minimum frustration. As soon as the customer starts looking for the telephone number to call for support, or starts looking for the LiveChat button, you're already so far down the rabbit hole that making a customer happier becomes more difficult. If I, as a customer, can solve my own problem (get the right driver, watch a support video, see how the question was answered for others, or even chat with an intelligent support agent/bot, and gets me an answer 24/7) I'm a happy customer. Just keep asking yourself over and over, How do I empower the customer to solve their own issues?
Since the purpose of customer service SaaS in any given company is, by definition, to reduce that company's actual personal engagement with customers, a better question might be "What can customer service related SaaS do to better meet customer needs?" The answer to that question is to remember that, while SaaS is not human, your customer still is. Don't insult your customers' intelligence.
There is absolutely nothing I hate worse than an SaaS system providing me an answer or solution that has absolutely nothing to do with my question (likely because it has no answer in the database and just grabbed desperately at something) and then asking me "how did I do?". None of the words that come from my mouth in that situation can be construed as constructive or appropriate, but that is okay because nothing provided to me was constructive or appropriate either. The same holds true with drop-down-menu trees that have neither my issue nor an "other" option.
Some things require your actual flesh and blood people on the line. The main question to ask is, when appropriate, is that flesh and blood human accessible? Like a real person, there is no shame to an SaaS admitting it does not have an answer and seeking a more knowledgeable source.
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Belldon Colme
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