Wise Insights

The Critical Role Support Teams Play in Improving Customer Conversations

Customer conversations across every support touchpoint impact the larger dialogue a brand has with its consumers. With communication options including email, phone, video, chat, and more, how can your organization’s customer support team improve one-on-one customer conversations while contributing successfully to the overarching brand dialogue? To answer this question, it’s essential to reflect upon the kinds of conversations customers have in their minds before connecting with your support team, and the challenges faced by the customer service department.

Does your support team fully understand customer needs?

It’s mildly annoying when the people sending you mail misspell your name. It’s a telling sign they don’t really know you and most of us move things like that right into our trash folder.  Similarly, what happens when your support team isn’t equipped to have a relevant, personalized conversation with people who are already your customers?

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Let’s say your support department has the ability to recognize and keep up with what products a customer has bought or is interested in. On top of that, the support team is able to compare customers’ aggregate purchase history and engagement patterns with others who have similar titles or responsibilities, have similar support experiences, or are in the same places in their buying journey.

Can your support team properly guide customer service needs?

If you’ve ever been placed on hold for too long, overheard one rep talking to another, been sent to the wrong support team or redirected to a support document that has nothing to do with your problem, you’ve probably questioned the competency of the customer support department. The customer conversation should never suggest that customers need to wait, that their request is daunting, or that you are anything but on top of their needs. In fact, customers are delighted when you can predict their needs before they do.

Does your support infrastructure meet customer preferences?

90% of consumers now expect a brand or organization to offer a self-service customer support portal. Due to the overwhelming percentage of people who place high importance on this option, support teams need to offer solutions that not only fill this self-service preference—but are built to help customers solve their own problems quickly. Ensuring that your self-service model actually improves a customer conversation (done wrong, it can damage it), means providing content that is easily understood and kept up-to-date in real-time.

Can your support team turn service into revenue?

Armed with detailed information about customer needs, support teams are able to maximize product relevance with something as simple as integrating product suggestions into every support action. Though subtle, this gesture of relevance can be exponentially profitable. Why? Your customers are also your leads. And, according to DemandGen, leads who are nurtured with targeted content yield a 20% increase in sales opportunities.

Certainly these are just a few ways support teams can have better conversations with their customers while protecting the integrity of the overall, ongoing company conversation. Leveraging automated technologies like predictive analytics and machine learning (ML) not only adds to the conversation, they can eliminate strain on customer support teams who are constantly pressured to do more with less resources. Optimizing the customer journey with predictive analytics to control messaging further reduces future customer churn.

Find out how Wise.io can help you create better conversations with your customers while improving profitability, easing support center strain and reducing customer churn.

Machine Learning for Customer Success, Wise.io

Topics: Machine Learning, Customer Success, Customer Support