Scaling Support Delivery

Scaling Support Delivery

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Scaling Support Delivery

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 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.

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Scaling Support Delivery

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

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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

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.

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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.

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Digital Customer Experiences (dCX)

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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.

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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.

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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.

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Related Articles

Scaling Support Delivery

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.

read more

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read more

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read more

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read more

Chatbots for Technical Support – Are They Working (Survey)?

Chatbots for Technical Support – Are They Working (Survey)?

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.

Do you use chatbots for technical support? 

Are they successful?

Please answer a few very quick questions about your current use (or intention to use) chatbots for technical support.

See You Next Time – This Study is closed.

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*Membership level determines your access to ServiceXRG research and other member services. Paid memberships include access to research and playbooks. Free memberships include access to some reports and discounts to others. Please visit our membership page for a list of available membership programs.

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Related Articles

Scaling Support Delivery

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.

read more

Chatbots for Technical Support – Are They Working (Survey)?

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. Do you use chatbots for technical support and are the successful?

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

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

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.

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.

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*Membership level determines your access to ServiceXRG research and other member services. Paid memberships include access to research and playbooks. Free memberships include access to some reports and discounts to others. Please visit our membership page for a list of available membership programs.

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Related Articles

Scaling Support Delivery

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.

read more

Chatbots for Technical Support – Are They Working (Survey)?

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. Do you use chatbots for technical support and are the successful?

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

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

Digital Customer Experiences (dCX)

Digital Customer Experiences (dCX)

Many customer touch points 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.

Digital Customer Experiences (dCX)

The Digital Customer Experience (dCX) is the measure of the impact web and app-based tools, content, and automation has on shaping customer experiences. 

Learn more about the digital transformation of Support.

Digital Interactions

Digital interactions may be facilitated by tools, content and automation provided to customers through web sites, mobile apps, in-product resources, and other digital means.  Digital interactions are entirely unassisted by Sales, Success or Services teams.

Digital Experience

The digital experience is a customers’ perception of the benefit and level of effort expended on a digital interaction. 

  • A positive digital experience is achieved when a customer perceives that time and effort to use a web-based resource or automated service results in a positive outcome (e.g. they found the answer they need or successfully completed a transaction).
  • A negative digital experience occurs when a customer perceives that their time and effort was wasted.

Measuring the Digital Experience

Capturing customer feedback and/or sentiments about a digital interaction is important.  At the end of each digital transaction ask customers to provide feedback.  Customer feedback may be as simple as capturing positive or negative sentiment, collecting a numeric rating about the experience, or asking for comments.

Conclusions and Recommendations

Using Your Digital Experience Rating (dCX)

Capture digital customer experience ratings for each type of digital interaction and automation you provide.

  • Monitor the ratings to determine if the sentiment and/or ratings are positive.
  • Track trends in digital experiences, are they rising or falling?
  • Explore how digital interactions compare to comparable human-assisted interactions. Are they the same, better or less effective?
  • What percent of customers have digital-only interactions (vs. human-assisted) with your company?
  • Examine customer retention, renewal, repeat purchase and growth rates by types of interactions (digital only vs. human assisted).
  • Do customers that experience human interactions outperform customers that have primarily digital-only relationships with your company in terms of length of relationship, retention and growth of relationship value?

Conclusion

Digital customer experiences will continue to account for an increasing portion of all interactions with your customers.  Monitoring the impact and implications of digital customer interactions and experience is essential to sustaining and growing customer relationships.

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.

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