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Quality online support, a very small
content. Watch for a couple typos? |
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How to deliver quality online customer
service and support. Customer service is seen as a central
concern for e-commerce. Support options include the email,
knowledge-based systems, live chat, and phone back. The first step is a well-structured Website. Online support can cause a significant
increase in queries. The strategy
must be in place for this. All Websites should have at least some
level of customer support available. All support is expensive, work with your
high-value customers. Know your customer’s knowledge base and
ability. Make the Website organized, and easy to
surf. Have frequently asked questions
category. Have help readily available. Knowledge-based systems, are improving
everyday. Email can be rated and adjusting to
accordingly. Email can be automatically responded to. Knowledge-based systems can read the
email and respond accordingly. Including human based options. Live chat and instant messaging systems
are improving everyday. Live chat allows for a single phone line
for communications while the customers are on the Internet. Again, remember the capability of your
customer. What are you selling? Live chat can be very frustrating, as well
as the other automated options. Put
yourself in their shoes. The initial contact person is essential
for successful completion. This is
very rare. I do not know why. Callback support. Client’s computer desktops are now
accessible for technical support by technicians. Simplified phone systems will optimize
resources. Have some type of
structure for completion of technical issues. My personal opinion is to rotate
advanced staff into entry of initial contact for sorting purposes. Customer service and support are now
being exported to other countries.
Local staff must be trained or it will simply be outsourced
overseas. The writing is on the wall. Integration is critical; the right hand
knows what the left hand is doing. My
personal experience here is with the world's largest software company. They outsourced some of their tech support;
the problem was the subcontractor had no clue. Spread to thin and lack of communications by corporate managers
equaled my disaster experience. The systems must be monitored, tested,
recorded and tested continually.
Upper division management should also monitor these calls on a daily
basis. They will see what my experience
and react accordingly. Common mistakes include not responding,
spending too many resources on low impact queries and lack of proper
integration. The biggest mistake of all is not being
able to answer the question. This is
unbelievable but happens everyday. End of data. |
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