Take These 5 Proven Actions to Scale Support Delivery

Take These 5 Proven Actions to Scale Support Delivery

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Take These 5 Proven Actions to Scale Support Delivery

The future success of your Customer Support organization relies on your ability to scale Support delivery. By taking these five actions, you can effectively scale Support delivery to not only meet the expected demand growth, but also fulfill an expanded, Success-focused mission.

When you can scale Support delivery, your team can add more value.

I recently blogged about my POV regarding Support demand in 2021 and beyond (spoiler alert: Support demand will increase). While increased demand presents an opportunity for Support to take on more high-value customer engagement activities, it first requires increases investment in diversified, targeted actions that will enable Support delivery at scale. Focus on these five action areas that have been proven to drive results.

  1. Prevention – Support must take the lead in identifying the root causes of support demand and aggressively advocate for mitigation of these circumstances. Support must work with Engineering groups to improve product performance and usability issues and work across the company to promote effective customer onboarding and skills development activities.
  2. Self-Help – Support teams represent a repository of product expertise and must work to make their knowledge available to customers. Many new support cases can be avoided if customers are able to access the knowledge and expertise of Support. Transferring knowledge to customers to help them become more self-sufficient should be high on the list of strategic imperatives for all Support organizations. Read more about self-help and Knowledge management.
  3. Proficiency – Companies need to look beyond just helping customers help themselves and consider how they can build customers expertise so they can use and apply products more competently. Proficiency will require companies to move beyond a reliance on self-help-focused strategies and invest in building the foundational technical and business skills customers need to apply products successfully.  For a great example of building customer proficiency, read our article about Salesforce Trailhead.
  4. Automation – Support has always been a labor-intensive function that relies on the skills of product experts. Support cannot scale based solely on human power. Read 6 Ways to Apply AI to Technical Support.
  5. Augmentation – The ability to rapidly adjust staffing levels is difficult but may be a business imperative in situations such as high growth, seasonality, fluctuating demand, or in response to an unexpected shock. Maintaining redundant sources of capacity and leveraging trusted providers of on-demand expertise to augment your team provides a viable way to scale support.

Want to better understand Support demand trends? Download our research.

Are you ready for the challenges your Support organization will face in the year ahead?  Are you ready to capitalize on new opportunities?  How will you scale and transform Support?

For insights about how Support is changing and the opportunities and imperatives for 2021, download ServiceXRG’s latest study: Support Transformation: The Guide to Essential Practices and Metrics. It examines current trends in Support delivery and offers tangible guidance for Support, Success and Service professionals to meet growing expectations of both customers and company executives. Download your copy now.

Make your plan to meet the Support demand in your organization—we can help.

ServiceXRG provides coaching and guidance to help companies maximize customer value through better Support performance. Contact us anytime to set up an initial assessment of your Support planning needs. Use the chat button at bottom right, send an e-mail, or click on my calendar to schedule a specific time.

 

Fresh, authoritative, actionable insights for Support leaders

Exclusive Research Report:

Support Transformation: The Guide to Essential Practices and Metrics

Download the ServiceXRG Support Transformation 2021 research report

Scaling Support Delivery Through Digital Transformation

Scaling Support Delivery Through Digital Transformation

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Scaling Support Delivery Through Digital Transformation

Scaling Support Delivery requires the digital transformation of support and an increased use of digital technologies to improve and extend core support processes and enable new service capabilities. Digital transformation includes human-assisted, self-assisted and fully automated support transactions. This article defines and introduces key characteristics of the digital transformation to scale support delivery.

Support Digital Transformation

The digital transformation of support is enabled by customers desire to help themselves and their broad access to digital devices and platforms from which support may be requested and delivered.

The use of digital technologies in support is not new, but the rate of adoption by service providers and acceptance by customers has accelerated digitization.  Today most support transactions are digitally enabled, many do not involve direct support assistance or human interaction.

Support Digital Transformation

Support Digital Transformation

Some unique characteristics of Support Digital Transformation are noted below.

Support Delivery and Interaction

Support Digital Transformation enhances companies’ ability to engaged and interact with customers through assisted, automated and self-help service delivery channels.

Self-Help

Self-help tools and content allow customers to access information and resources they need to resolve their own issues.  Access to self-help is primarily facilitated through web support sites accessed from desktop computers and mobile devices.

Read more articles about self-help

https://www.servicexrg.com/blog/self-help/

Automated

Intelligent automation increasingly supplements delivery of some services freeing humans to focus on tasks not suitable to automation (yet).  Automated support includes unassisted transactions such as chat-bots, renewal notification, monitoring and alerting.

Read more articles about tools and support automation

https://www.servicexrg.com/blog/tools-and-automation/

Human Assisted

Digital support platforms enable humans to perform service and support transactions efficiently.  Ticket tracking and management, access to customer data and the ability to collaborate with customers through remote tools enhance assisted support transactions.

Technology Enabled

Support Digital Transformation leverages digital technologies to achieve predictable outcomes and enhanced efficiencies by leveraging customer data and organizational knowledge.

Process Efficiency

Vital support processes such as case submission, entitlement validation, escalation, and the interaction between support experts and customers are digitally enabled through, CRM, case tracking, escalation and bug tracking and customer success management platforms.  Support today cannot operate efficiently without extensive use of technology to enable core support processes.

Data Driven

Digitally enabled support processes assure that what is known about a customer and the products they use can help streamline, personalize and automate customer interactions.  Collection, storage and access to customer data including user preferences, usage behaviors, skill level, and previous interactions establishes a foundation to enhanced future interactions.

Customer data can be supplemented with product data including, configuration, health, and performance. Data access can help anticipate and respond to customer needs and monitor relationship health.

Knowledge Enabled

Customers have more options for access to support knowledge.  Well documented domain knowledge enables searchable knowledge access, just-in-time training, on-demand coaching and guided assistance (human and automated) delivering the answers customers need quickly.

Read more about support knowledge management

https://www.servicexrg.com/blog/self-help/

Additional Benefits

Support Digital Transformation offers the following additional benefits.

Expanded Channels

Digital technologies make access to support easier.  Customer can seek support assistance from mobile devices, the web, and directly though product interfaces.

New Service Value

Digital technologies extend support beyond its traditional boundaries.  Self-help, peer-to-peer communities, just-in-time learning, and ever-increasingly sophisticated automation assume a greater burden for overall support delivery.

Proactive

Digital capabilities introduce the means to deliver services before they are requested by customers.  Monitoring and analysis of data helps to anticipate customer needs and provide solutions before they are requested by customers.

The Digital Transformation of Support

The Digital Transformation of Support

The Digital Transformation of Support

The digital transformation of support is defined by an increased use of digital technologies to improve and extend core support processes and enable new service capabilities. Digital transformation includes human-assisted, self-assisted and fully automated support transactions.

Support Digital Transformation

The digital transformation of support is enabled by customers desire to help themselves and their broad access to digital devices and platforms from which support may be requested and delivered.

The use of digital technologies in support is not new, but the rate of adoption by service providers and acceptance by customers has accelerated digitization.  Today most support transactions are digitally enabled, many do not involve direct support assistance or human interaction.

Support Digital Transformation

Some unique characteristics of Support Digital Transformation are noted below.

Support Delivery and Interaction

Support Digital Transformation enhances companies’ ability to engaged and interact with customers through assisted, automated and self-help service delivery channels.

Self-Help

Self-help tools and content allow customers to access information and resources they need to resolve their own issues.  Access to self-help is primarily facilitated through web support sites accessed from desktop computers and mobile devices.

Read more articles about self-help

Automated

Intelligent automation increasingly supplements delivery of some services freeing humans to focus on tasks not suitable to automation (yet).  Automated support includes unassisted transactions such as chat-bots, renewal notification, monitoring and alerting.

Read more articles about tools and support automation

Human Assisted

Digital support platforms enable humans to perform service and support transactions efficiently.  Ticket tracking and management, access to customer data and the ability to collaborate with customers through remote tools enhance assisted support transactions.

Technology Enabled

Support Digital Transformation leverages digital technologies to achieve predictable outcomes and enhanced efficiencies by leveraging customer data and organizational knowledge.

Process Efficiency

Vital support processes such as case submission, entitlement validation, escalation, and the interaction between support experts and customers are digitally enabled through, CRM, case tracking, escalation and bug tracking and customer success management platforms.  Support today cannot operate efficiently without extensive use of technology to enable core support processes.

Data Driven

Digitally enabled support processes assure that what is known about a customer and the products they use can help streamline, personalize and automate customer interactions.  Collection, storage and access to customer data including user preferences, usage behaviors, skill level, and previous interactions establishes a foundation to enhanced future interactions.

Customer data can be supplemented with product data including, configuration, health, and performance. Data access can help anticipate and respond to customer needs and monitor relationship health.

Knowledge Enabled

Customers have more options for access to support knowledge.  Well documented domain knowledge enables searchable knowledge access, just-in-time training, on-demand coaching and guided assistance (human and automated) delivering the answers customers need quickly.

Read more about support knowledge management

Additional Benefits

Support Digital Transformation offers the following additional benefits.

Expanded Channels

Digital technologies make access to support easier.  Customer can seek support assistance from mobile devices, the web, and directly though product interfaces.

New Service Value

Digital technologies extend support beyond its traditional boundaries.  Self-help, peer-to-peer communities, just-in-time learning, and ever-increasingly sophisticated automation assume a greater burden for overall support delivery.

Proactive

Digital capabilities introduce the means to deliver services before they are requested by customers.  Monitoring and analysis of data helps to anticipate customer needs and provide solutions before they are requested by customers.

Featured: Featured: Digital Transformation Through Support Web Site Design

The digital transformation of support is defined by an increased use of digital technologies to improve and extend core support processes and enable new service capabilities. Self-help tools and content provided through the web are fundamental to support’s successful digital transformation.  This Playbook outlines the five elements of well-designed support web sites.

Log-in to get your copy.

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The 2 Keys to Preventing Support Issues

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The digital transformation of support is defined by an increased use of digital technologies to improve and extend core support processes and enable new service capabilities. Digital transformation includes human-assisted, self-assisted and fully automated support transactions. This article defines and introduces key characteristics of the digital transformation of support.

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Is Assisted Support Demand on the Rise – Shift Demand to Self-Help and Automation

Is Assisted Support Demand on the Rise – Shift Demand to Self-Help and Automation

Is Assisted Support Demand on the Rise – Shift Demand to Self-Help and Automation

The primary objective of self-help and service automation is to help customers find the information and resources they need quickly and intuitively. Well-designed support web sites, and intuitive automation provide viable alternatives to assisted support.

Self-Help and Automation

Self-help and automated services provide a means for companies to continue to engage with their customers in a low-cost manner. However, self-service is not simply a means to save money.

Although there’s a significant temptation to undertake self-help and automated services as a low-cost alternative to customer engagement through interactive channels, it must not come at the expense of delivering an experience that strengthens relationships with customers.

Self-service and support automation are not simply a means to save money – each interaction is an opportunity to reinforce the relationship and sustain customer loyalty.

Best Practices and Resources

The following articles provide strategies and guidance to implement effective self-help and automation service initiatives.

Best Practices for Support Web Site Design

The primary objective of a support web site is to help customers find the information and resources they need quickly and intuitively.   Well-designed support web sites encourage customers to invest their time to explore and discover the information they need.  This article introduces the elements and practices for effective web support site design.

Read More

The Digital Transformation of Support

The digital transformation of support is defined by an increased use of digital technologies to improve and extend core support processes and enable new service capabilities.   Digital transformation includes human-assisted, self-assisted and fully automated support transactions.  This article defines and introduces key characteristics of the digital transformation of support.

Read More

CX Implications for the Digital Transformation of Support

With the increased reliance and expanded use of web self-service and automation, customer experiences are increasingly shaped digitally. The ability to influence customer behaviors and maintain mindshare in a crowded digital world requires a commitment to providing the right tools and content.  This article highlights the customer experience implications related to the digital transformation of support.

Read More

Service Automation – 7 Essential Practices for Success

Automation of Technical Support or Customer Success functions can yield great returns, yet service and support activities can be difficult to replicate with technology. 

To effectively automate services, it is critical that the underlying processes be fully understood and analyzed to determine their appropriateness for automation. Effective service automation requires a combination of enabling technologies, robust content, and a willingness by customers to use these systems.

Read More

Digital Customer Experiences (dCX)

Many customer touchpoints with your company are conducted digitally through web self-service and automated tools. It is imperative to consider how customer experiences are impacted by services delivered through digital channels.  This article introduces how to define and measure Digital Customer Experiences (dCX).

Read More

Self-Help and Automation – Risks and Rewards

Companies that apply self-service and support automation can yield significant benefits, but not without risks.  This article examines the risk and rewards associated with Self-service and support automation initiatives.

Read More

The Three Most Important Characteristics of a Support Web Site

The primary objective of a support web site is to help customers find the information and resources they need quickly and intuitively.   Well-designed support web sites encourage customers to invest their time to explore and discover the information they need.  This article introduces the three most important characteristics of a web support site.

Read More

Knowledge Management – Defining the Business Need

Successful knowledge management is not achieved by chance, rather it is a function of understanding the scope of the required effort, establishing a clear vision of the expected benefits, and securing the support and resources necessary to execute.  The formulation of a successful knowledge management strategy is based on providing answers to five fundamental questions.

Read More

Beyond Deflection – What to Do with Your “Savings”

Self-help and service automation (e.g. chatbots) provide a means to save money and lower the overall costs of service delivery.  Consider however that savings from deflection represents an opportunity to reinvest to improve service outcomes by reallocating staff to high value activities (e.g. onboarding, adoption, retention, expansion, etc.).  This article introduces the top opportunities to reinvest in service.

Read More

How to Define and Measure Deflection

Using an accurate measure of deflection is imperative.  If not measured correctly it is easy to overstate the impact of self-help and service automation on assisted support demand.

The average rate of case deflection within the technology industry is 23%.  For some companies deflecting 23% of the assisted support demand is extraordinary, while for other companies there is considerable room for improvement. 

This article defines deflection and provides a step by step guide to implement a reliable deflection metric.

Read More

 

SEE ALL ARTICLES RELATED TO SELF-HELP AND AUTOMATION

Featured: Featured: Digital Transformation Through Support Web Site Design

The digital transformation of support is defined by an increased use of digital technologies to improve and extend core support processes and enable new service capabilities. Self-help tools and content provided through the web are fundamental to support’s successful digital transformation.  This Playbook outlines the five elements of well-designed support web sites.

Log-in to get your copy.

Related Articles

GUEST POST: Sell Services Faster and More Accurately

Company executives understand that selling services alongside core product offerings leads to greater alignment and customer value, while subsequently decreasing the likelihood of customer churn and loss of recurring revenue. Well-defined services and the means to sell them are imperative. so why is selling services so difficult? This article introduces 10 ways to help Sales teams sell services.

read more

The 2 Keys to Preventing Support Issues

Our research has revealed that nearly a third (32%) of Support demand stems from questions related to either installation, configuration, or setup. This understanding gives companies an immense opportunity to reduce this demand—and we see two major keys to ongoing Support issue prevention.

read more

Poor Support Case Management Practices = Missed Opportunities

Incomplete case records diminish Support’s ability to identify root causes of support demand and plan mitigation efforts such as enhanced self-help, product improvements, and training. This article describes how poor support case closure practices lead to missed opportunities.

read more

Scaling Support Delivery Through Digital Transformation

Scaling Support Delivery requires the digital transformation of support and an increased use of digital technologies to improve and extend core support processes and enable new service capabilities. Digital transformation includes human-assisted, self-assisted and fully automated support transactions. This article defines and introduces key characteristics of the digital transformation to scale support delivery.

read more

The Digital Transformation of Support

The digital transformation of support is defined by an increased use of digital technologies to improve and extend core support processes and enable new service capabilities. Digital transformation includes human-assisted, self-assisted and fully automated support transactions. This article defines and introduces key characteristics of the digital transformation of support.

read more

Chatbots for Technical Support – Are They Working?

Chatbots for Technical Support – Are They Working?

Chatbots for Technical Support – Are They Working?

The ability to provide automated interaction with customers by chat has been available for years. The power and potential of today’s chatbots offers a wide array of customer service and technical support opportunities. For many companies the question is not if they should deploy chatbot automation for technical support, but rather, how to make chatbots successful. In 2020 ServiceXRG conducted a study to assess the use and effectiveness of chatbots for support.  Here are the highlights:

Overview of Findings

  • Over two-thirds (68%) of responding companies currently use chatbots for technical support.
  • 88% of companies indicate current or planned use of chatbots within the year.
  • Chatbot session satisfaction is 44.5%.
  • 60% of chatbot sessions are considered successful.
  • 40.7% of chatbot sessions deflect cases from assisted channels.

To request a full copy of the findings please send a request to research@servicexrg.com

Do you currently use, or plan to use a chatbot for technical support within the next year?

88% of companies indicate current or planned use of chatbots within the year.

What are the top benefits that you expect from offering a chatbot?

Companies that plan to use chatbots in the future expect the chatbot to provide answers to customers or direct customers to the best qualified resource if an answer cannot be provided.

What is the primary criterion for chatbot success?

Nearly half of companies (46.2%) rely on direct customer feedback to determine chatbot success.  The remainder determine chatbot success by measuring transactional events (no escalation to a human, session ends).

 

 

 

 

 

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GUEST POST: Sell Services Faster and More Accurately

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read more

Scaling Support Delivery Through Digital Transformation

Scaling Support Delivery requires the digital transformation of support and an increased use of digital technologies to improve and extend core support processes and enable new service capabilities. Digital transformation includes human-assisted, self-assisted and fully automated support transactions. This article defines and introduces key characteristics of the digital transformation to scale support delivery.

read more

The Digital Transformation of Support

The digital transformation of support is defined by an increased use of digital technologies to improve and extend core support processes and enable new service capabilities. Digital transformation includes human-assisted, self-assisted and fully automated support transactions. This article defines and introduces key characteristics of the digital transformation of support.

read more

Is Assisted Support Demand on the Rise – Shift Demand to Self-Help and Automation

If your support demand is on the rise and exceeds your current ability to handle it through assisted channels, let automation and self-help share the load. Whether you have well-established self-help capabilities and just need a tune up, or if you are about to launch a new initiative to introduce automation capabilities this article provides resources and insights to help.

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Chatbots for Technical Support – Are They Working?

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read more

Self-Help and Automation – Risks and Rewards

Self-Help and Automation – Risks and Rewards

BLOG

Self-Help and Automation – Risks and Rewards

Self-service and support automation are not simply a means to save money – each interaction is an opportunity to reinforce a customer relationship and sustain loyalty.  The burden of delivering a positive experience now lies with the tools and content we offer.

Self-Help and Automation

Web-based activities have become a significant factor in shaping customer experience and influencing the perceptions customers have about companies and their products.  The majority of on-line interactions are unassisted, where customers are encouraged to serve themselves.

As self-service and automated transactions supplement personal interactions, the ability to shape the customer experience depends on the on-line and automation tools and content provided. Poor content or an unnavigable site quickly undermines a business’s ability to deliver a positive experience. 

There is a profound difference between personal interactions and self-service transactions. The factors that influence the customer experience in personal interactions — an agent’s listening skills, empathy, knowledge, etc. — are replaced by an overriding factor: whether the customer can quickly find relevant information. In our effort to encourage customers to serve themselves, we have removed the human factor from the on-line experience. The burden for delivering a positive experience now lies with the tools and content we offer and their relevance in helping customers achieve their objectives.

SEE ALL ARTICLES RELATED TO SELF-HELP AND AUTOMATION

High Stakes

Self-help and automated services provide a means for companies to continue to engage with their customers in a low-cost manner. However, self-service is not simply a means to save money: Each interaction is an opportunity to reinforce the relationship and sustain customer loyalty. Though there’s a significant temptation to undertake web-based services as a low-cost alternative to customer engagement through interactive channels, it must not come at the expense of delivering an experience that strengthens relationships with customers.

Self-service and support automation are not simply a means to save money – each interaction is an opportunity to reinforce the relationship and sustain customer loyalty.

Companies have a lot at stake when they move interactions to the web.  Once on-line, their customers are just one Google search away from a variety of alternative sources of information and resources to help them satisfy their needs. Brand awareness and affinity can be undermined in an instant. Creating a positive customer experience has never been more important.  It’s also never been more challenging.

When customers actively seek assistance, technology vendors are presented with an opportunity to satisfy the customer’s needs.  This in turn creates an opportunity to positively influence the customer’s perception of the technology vendor helping to create satisfied and loyal customers.  The alternative is that when a customer that needs help but does not get it, can be left with an issue that inhibit their ability to use the vendor’s product.  This lack of service can potentially diminish customers’ perception of that vendor.

At Risk

Vendor web sites have become a secondary resource to general web searches when customers need help.  Historically customers have rated the quality and effectiveness of information found on non-vendor web sites very low, but this trend has shifted with more customers indicting that the information they find through general web searches to be relevant and effective in satisfying their needs.

Vendors risk losing the advantage they once had in retaining control of the on-line service experience.

When customers find information on other – non-vendor sites, it diminishes a company’s ability to leverage the service interaction to strengthen its relationship with customers.  Without a concerted effort to expand and improve the quality, relevance and findability of the right services content through the support web site vendors risk losing the advantage they once had in retaining control of the on-line service experience.

Why NPS is Not Enough for Support and Success

Support and Success must be focused on the attainment of tangible business objectives.  For the customer, this implies that Support or Success interactions must help the customer apply a product successfully.  For the business, providing these services must contribute to retaining relationships with hopes of expanding their value.

Attainment of high Net Promoter Scores, while positive, is not enough to indicate that “promoters” will correlate to the positive outcomes the business expects.  The measure of Support and Success must be tangible and focused on “end game” results such as:

  • Can the customer use the product?
  • Can customers achieve tangible business outcomes by using the product?
  • Did support or success services help the customer attain their goals?
  • How will the customers’ ability to achieve their desired outcomes influence their ongoing relationship?

The Right Metrics for Support and Success

What is the primary reason for offering Support and Success services?  In most cases these organizations are aligned to help customers adopt and apply products successfully. The rationale is if customer can use and apply products successfully, you will increase the likelihood that you can retain and expand these relationships.  A single, simple measure such as NPS cannot provide sufficient insight to indicate that Support and Success efforts are resulting in tangible business benefit.

Consider the following eight metrics for determining the impact of your post sales services.

Metric

Description

1. Onboard
The percent on that new customers have received formal onboarding guidance.
2. Adoption
The rate that customers have met adoption milestones.
3. Success
The percent of customer that have reached established performance goals or milestones on defined journey map.
4. Availability
The rate that customers business operations have not be interrupted due to downtime or outages.
5. Engagement Quality
The percent of all customer engagements that result in positive outcomes.
6. Retention
The percent of active customers that have committed to renew an existing relationship.
7. Health
The relative health of a customer relationship based on the composite rates of adoption, success, retention, and recurring revenue rates.
8. Net Recurring Revenue
The net growth or contraction of the total recurring revenue relationship value. See How to Measure Net Recurring Revenue

Recent Posts

Featured: Digital Transformation Through Support Web Site Design

The digital transformation of support is defined by an increased use of digital technologies to improve and extend core support processes and enable new service capabilities. Self-help tools and content provided through the web are fundamental to support’s successful digital transformation.  This Playbook outlines the five elements of well-designed support web sites.

Log-in to get your copy.

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