How can we evaluate our online customer support?
As a fairly new developed mobile app, we still get a lot of questions and feedback directed towards customer support. Part of our branding strategy is we want ensure our users we care about them and value their loyalty by answering their questions in a timely manner and addressing their issues. What other ways can we evaluate if we are effectively impacting our product and brand by delivering exceptional online customer support?
First you need to know what are the most effects of mobile app and when is apps and what causes most mobile apps being affected in tallies.Then u may now have a first level and second level.First level serves as L2 support where issues will be raised and if can be right then it shud be addressed by L2 team and when an issues can be addressed by L2 ,escalate it to L3 as the last level to solved the incidents
Darren and Lee have nicely summed up the next steps. Just to add to whatever they have pointed out follow the "The Bucket Technique", Categorize the questions they have asked under different buckets. While you try and develop SEO optimized video's etc get the FAQs documented and made available under the relevant sections of the website.
Customer Experience includes all of the steps a buyer takes to get and use a solution, from the buyer’s realization of a need until the buyer deems the need no longer exists.
The broad heads are - Customer Engagement, Customer Experience Excellence, Voice of Customer, Customer Focused Culture.
Customer experience management is a long and never ending journey. As you have limited resources at disposal, put a customer experience roadmap in place and phase it out. The kind of queries that are coming will help you identify the ones that you need to tackle first.
a) Systemic resolution of complaints (ID root cause & prevent recurrence)
b) Close the loop with customers (Communicate action plan progress)
c) Customer-validated vision (Customers agree with your vision)
d) Customer experience personas (Segment customers by Customer experience triggers)
e) Customer value quotients (Customers’ view of costs/benefits)
f) Internal branding (Employees live the brand promise)
g) Customer community (Let customers talk to one another)
Against each experience - Place an X within each row to indicate your company’s current status in the journey to world-class Customer Experience Management
Unplanned or Unknown; On Our Wish List; Just Starting; Well-Established; Perhaps
I think the question that you've asked has been well answered here, Bryan. However, I'll suggest a solution that is at the heart of your company's intent. If you want to answer questions, then answer them in a way that benefits not only your customer base and your customer service team, but also users of other similar applications. I'm suggesting that you create a search engine optimized video FAQ series.
If you're not already, you should be documenting the questions that are asked by your customers and the answers that your customer service is providing. Determine your top 10 to 15 most common questions. Make sure that your answers are consistent for each query.
Answer these questions in a video format best suited to your app's purpose -live-action, screen cast, or animated explainer video. Place each video on a dedicated page -having each page and video's title optimized for your customer's specific question. i.e. The title of both the page and the video is your customer's question.
There's more to this optimization process, but for brevity's sake, I'll get to the outcome. When customers, prospects, or competitor's clients are searching for the answers to their questions, your company's videos will be there waiting with the answers. You will also enjoy the benefit of having your customer service team being able to answer more in-depth questions -secondary and tertiary level questions- while your videos answer the most common questions.
Last, if your competitors have a client base with similar questions that you are answering, your app will look like a more viable alternative. And by quickly answering current customer questions online with video, you'll be improving customer experience, building a brand experience, and becoming their hero.
I suggest 2 things:
1. hire a mystery shopper
2. go undercover yourself and test the procedure - like the undercover boss - that concept.
My company ICOM4 is all online and we can provide through the use of our smart data analytics tool that effectively measures the impact of your product, brand and customer service to your clients by highly targeted questions around key business drivers to customer experiences within your platform. This is all achieved in real time status so you will be able to keep your loyalty and deal with any issues as they arise.
Would love to speak to you in more detail
I think the end user and customer looks for SLA (service level) to manager its expectation, the utility that the product or service is solving in his or her life, or even business.. and frequently the company must have interview using net score to evalute how propensity this customer is happy or no to indicate this product, brand or service
Either when they are finished at your website have them fill out a brief survey or send them a survey by email asking if they would be so kind as to rate various aspects of their recent visit to your online customer care / support center.
Ask them to rate your customer service after their issue is solved (or if the service ticket has closed). If they rate below a certain mark (e.g. below 5 out of 10) ask them for feedback. Actually, allow them to leave optional feedback in any case because it gives customers the feeling you care and sometimes it will lead to some good ideas.
Incoming questions provide core guidance about what to do and not due. In our software at Simply Magazine we learned people preferred the less intrusive audios than videos, then they preferred one hour or less audios compared to our longer ones, etc and so on. Terrific guidance. The CEO should read them. After awhile it becomes east to separate the poor suggestions.
Great customer support is the key to any business. You can set up a mobile survey to measure customer satisfaction. I would measure you analytics to see how many people overtime have downloaded the app. Remember word of mouth still is your best marketing tool. People remember a great customer experience and tell their friends.