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Determining your ideal tier 0 support investment


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  • 1. Determining Your Ideal Tier 0 Support Investment LYMBA T H E P O W E R T O A N S W E R ©2014. Lymba Corporation. 1901 Waterfall Way, Bldg. 5, Richardson, TX 75080 (972) 680-0800 |
  • 2. Determini Within th companie clock solu interactio wonder if Consultin that fulfill When pla your offer acknowle need of so Benefits o ng Your Ideal e last few yea es looking to r utions to basic on with a live f pushing con g an FAQ pag ls the emotio nning your in rings to cater dging the Voi olving the pro f Implementin Approximatel apabilities rep eport less em ustomer self‐nce [A ca re cu si Instant gr answer. Problems Some con communi and contr Solutions system th network e customer solving. i Tier 0 Suppo ars Tier 0, aka reduce costs c inquiries like agent out of sumers to he ge or reading nal need of a nvestment in to the conve ice of the Cus oblem that is ng Tier 0 Supp y] 45 percent port measura ail traffic. 47 service chann g online self‐s UMER BENEFIT no waiting in d 24/7. launchin CONSU ratification – n can be solve nsumers prefe cations and e rol of utilizing er non‐voice enjoy the perc g the self‐serv powered by hat are contex environment support agen a knowledge xtual to a con will allow end nts to collabo If you gi teach a m ‐ rt Investment a self‐service, in the face of e password re the equation lp themselve knowledge a customer se multichannel ergence betw stomer and th subject of th port t of executive able reduction percent have nels, and 54 p service on th T queue for an , support has f rising consu esets and FAQ , but some pr s could be ca rticles depriv eeking suppor l customer su een fulfilling he most cost e inquiry. recently bec mer demand Qs because T roponents fo ausing the per ves the custom rt. upport, it is im the emotiona effective app es with Web o ns in phone in e also seen in percent also r e Web or mo ome the fina for immedia Tier 0 takes th r the Voice of rceived relati mer of a two‐mportant or mobile self nquiries and 3 ncreased sales report increas obile.i n Less inb ceived privac vice portal managemen nsumer’s d users and orate in probl ive a man a f man to fish, y Chinese Prov reducti Staffing be cost at time y Automa they als of prob achieve and tim t em Solutio ultimat costs an fish, you fee you feed him verb from Lao PRO bound reques on in cost of g live agents f t prohibitive, s when live a ated tools no so greatly stre blem resolutio e first‐call res mely manner. ns that can sc tely minimize nd produce a ed him for a d m for a lifetim o Tzu, founde to fi al needs vis a proach to man f‐service 39 percent s through the sed Web traf OVIDER BENEF sts to live age overall suppo for 24/7 supp so Tier 0 is av gents are not ot only help id eamline the p on, allowing c olution goals ii cale to addre both capital better servic day. If you e. ‐ er of Taoism P a g e | 2 ncial darling o te ‘round the he need for f the Custom onship to suf ‐way interact of e er ffer. ion ind a way to a vis naging the lit eir ffic allow eral FIT ents equals ort port offerings vailable to su t dentify proble process care centers t s in a consiste ss new issues and operatio ce experience can pport ems, to ent s onal e. i
  • 3. P a g e | 3 Common Types of Tier 0 Support According to an HDI study conducted in 2012, FAQs, password reset tools, and incident history access are the most commonly offered Tier 0 options for customer support, and 40% of organizations surveyed gave consumers access to their knowledge base.iii Password Reset Tools Password reset requests are among the most commonly requested support items, and companies are able to automate this out of their support ticket queue by offering a web based challenge question reset option or an automated email verification reset. FAQ Pages FAQ pages offer a simple destination where users can go 24/7 to find basic answers to common simple questions. Depending on the level of analytics built into your website, they may or may not allow your support team to view and determine the amount of visitors that are viewing each topic or how many customers are satisfied with the answers found versus escalating to the next tier of support. Knowledge Base Access Like FAQ pages, granting customers access to part or all of your knowledge base allows a more in depth opportunity for customers to look up answers and find their own solutions at any time, day or night. Depending on the complexity of your product or service, and the quality of translating knowledge articles into laymen’s terms, this option offers a certain amount of control and instant gratification to the savvy customer, but can also be overwhelming or confusing to the customer if the topics covered are not tailored closely enough to the issue the customer is trying to resolve. Companies also find that if the knowledge base made available to the customer is not the same, or at least updated in sync with that used by live agents at your higher levels of support, frustration can arise from inconsistency in the information. IVR Interactive Voice Response (IVR) systems can streamline the inbound handling of calls and reduce the time spent on the phone by live agents by providing menus that enable customers to self‐serve simple things like checking an account balance or making a payment by phone, as well as routing calls to a specific person or department specializing in dealing with the problem the customer is trying to resolve.
  • 4. P a g e | 4 A study published by Vocalabs in August 2005 notes that one drawback of IVR is that many companies that employ this message are tempted to force customers to self‐serve by over‐automating or making it difficult for customers to figure out how to get through the system to a live agent if their issue is not addressed by the automated menu. The study found that making it harder to reach a live agent does bump up the rate of successful self‐service transactions, but this bump comes at the cost of an increased customer frustration rate that directly correlates with the decline in completion due to customers giving up, or hanging up and calling back.iv Virtual Chat Like IVR, virtual chat offers an interesting solution to managing simple customer transactions with an automated system that receives data from the customer and uses it to find answers. When successful, it can meet the consumer demand for instant gratification, but cannot replace the feel of a live interaction. Customers who are not forewarned that their virtual agent is not actually a live person may feel nonplussed when they offer a pleasantry such as “How are you today,” expecting a normal human response when they receive an answer, “Sorry, I could not find relevant information. “ However, virtual chat systems do employ machine learning to understand what chat users are saying and can pull from customer histories, sales data and knowledge base to deliver more tailored answers as well as offers to upsell.
  • 5. P a g e | 5 Automated Email Response First and foremost, automated email responses answer the question – Did my web form submission or email inquiry get through to someone who can respond? Triggered auto‐responses can also set customer expectations for how quickly they will receive a resolution from a live agent who has reviewed their inquiry. This can be a positive because the customer has a time frame and does not feel left hanging on unsupported until their query is answered, but when the quoted response time is not fast enough to suit the customers’ needs and expectations, this can make them feel as though your company is too busy and their problem is not important. The best automated responses give more than an acknowledgment of the inquiry and are connected to a natural language processing system that can attempt to offer resolutions from your knowledge base and make them available faster than a traditional response from a live agent. Potential Limitations A Tier 0 solution is only as good as the knowledge base behind it, and the most commonly cited reasons for self‐help failure are: ‐ I couldn’t find the answer. ‐ The answer does not exist. ‐ I found an answer but it doesn’t satisfy my question.
  • 6. P a g e | 6 As a Best in Class email auto‐answering system, Lymba’s PowerAgent SaaS offers a robust reporting feature that enables you to track how many inquiries receive automated responses, which questions had suggestions in your knowledge base answered by your live agents, and which questions were unable to be answered, enabling you to quickly identify knowledge gaps and update your knowledge base with the information that will enable even more automation. Even the most analytical back end of a customer facing knowledge base or FAQ page will never be able to capture emotional data and respond in a way that makes the customer feel heard. However, machine learning programs are advancing the technology available to address these limitations. Through Natural Language Processing (NLP) common variants of questions can be learned and understood well enough to retrieve the corresponding knowledge article to answer a customer inquiry. The same patterns identified in the machine learning process can also be generated into reports that allow the Voice of the Customer to emerge from self‐service in the following ways: ‐ Identifying positive, negative and neutral sentiment ‐ Ptioritizing inquiries with negative sentiment for live agents to respond quickly and appropriately ‐ Determining patterns where the same issue is reported with negative sentiment repeatedly so management can identify and take preventive measures. The interpretation of sentiment is a key differentiator of PowerAgent’s abilities compared to most Tier 0 support mechanisms. Because PowerAgent receives email and web form messages from customers, creating a customer interaction more akin to a Tier 1 contact with a live agent, the software is able to learn and evaluate sentiment, flagging negative messages for priority routing and handling by live agents when appropriate. PowerAgent enables you to offer a more personal Tier 0 transaction by answering the consumer relationship need to ask a question and get an answer. Through artificial intelligence, the automated answering system can understand incoming questions and utilize your knowledge base to automate answers to your customers, enabling an average of 30% of your incoming email and web based support tickets to be automatically opened, answered, and closed within 30 seconds of receipt. For the remaining 70%, Power Agent learns behind the scenes as your agents select the correct answers from its auto‐suggestions. i (July 8, 2013): New Survey Highlights the Growth of Web Self‐Service. ii Sappington, Brett. Parks Associates. © 2013. The Future of Support: Intelligence Managing Technology. iii Rains, Jenny. © 2013. UBM LLC. .A Compilation: 2012‐2013 Pearls of Wisdom. Tier 0 (Self‐Help) Support. Pages 5‐9. http://dc.ubm‐ iv Quality Times: The Vocalabs Newsletter. Issue 22. (August 2005). Does Forcing Callers to Use Self‐Service Work?‐forcing‐callers‐use‐self‐service‐work