Improve the Customer Experience

If you are a customer service professional, you have probably heard the saying, “the BEST customer service is NO customer service.”  

When your product just works,  there should be no need for customers to contact your customer service organization.  Generally speaking, customers really don’t even want to contact you for help.  But as we all know, customer service is a critical part of the customer relationship process.  Customer service is also necessary to ensure that you keep and retain customers.

Your company should constantly be looking for ways to enable your customers to have an amazing experience.  For example, you should find ways, so your customers don’t need to contact you for information, when problems arise, or to request help.   Any information that your customers needs should be readily available and easy to find.  The product should work without problems.  Customers should process trivial requests as seamless as possible.  Also keep in mind that focus should not be how to avoid having your customers contact you.  Instead, focus on how to eliminate the reasons why customers need to contact you.  There is a huge difference.

To improve customer satisfaction, consider building backend workflow based on the customer’s inquiry type. Then, determine the best way to improve your process, product and knowledge content.  Your goal should be to remove why customers need to contact you when issues occur.

The workflow to eliminate the need should be different depending on the type of inquiry.  Regardless of the complexity of your product, when a customer contacts your customer service organization there are typically three different reasons:

Number 1: Your Customer has a QUESTION

In this case, the customer is looking for information. Most likely they have tried to find the information themselves, either in a manual, on your company website or through an internet search.  Once they contact you, they have exhausted other self-service options and now are looking for help.  They are asking you to either provide them with the information or train them on how to do something.

Number 2: Your customer has a PROBLEM

In this case, something went wrong, and the customer is calling for help to fix an issue.  This problem may be due to an issue with your product like a defect, or it could be a self-inflicted problem like a configuration setting they changed that caused an error to occur.

Number 3: Your customer has a REQUEST for Help

In these cases, the customer is looking for you to perform a service.  This request may be for a free service like booking a hotel room or updating an authorization code.  It also may be an added paid service, for example, a request to get help optimizing a website.

Backend Workflow to Enable an Ongoing Improvement

Most companies are efficient on the front end of the customer inquiry process, and they will route their customers to the right individual depending on the three different types of inquiries.  What many companies fail to do is create backend workflow to enable an ongoing improvement that will eliminate the need for customers to contact at all.  The backend workflow should be different for each type of inquiry as outlined in this sample model:

  • To eliminate the need for a customer to contact you with a specific QUESTION (information inquiry), build backend process, systems and workflow for knowledge content creation.  The knowledge content will help other customers with the same question find the answer without the need to contact you.
  • To eliminate the need for a customer to contact you with a PROBLEM, build backend workflow to improve the product, harden the product or completely remove the problem.
  • To eliminate the need for a customer to contact you with a REQUEST for help, build backend workflow to process similar request more efficiently through automation or process improvements.


Data Analytics to Create Actionable Opportunities to Improve the Customer Experience

Once these backend workflow processes are in place, you can leverage unstructured data analytics to cluster similar inquiries.  By organizing the inquiries by type, you will be able to more quickly identify actions that will eliminate the need for your customer to contact you.  The analytic data libraries for each of inquiry type should be different.  These libraries will help ensure optimal results for uncovering ways to improve the overall customer experience while you increase efficiency by removing redundant work.

CSLD Solutions can help.  At CSLD we leverage unstructured data analytics to cluster customer inquiries and identify opportunities to improve the customer experience.  Our process is designed to help you remove the need for customers to contact you for help.  Our technique helps increase opportunities for customers to be successful using your products while reducing your cost.  This technique creates a win-win situation for both your customers and your company.  Contact us today to learn more.