Customers engage with organizations for a variety of reasons. They may want the organization to help them understand and identify the right product or service. They may interact with the organization for resolving a problem with a product or service, or they may reach out to the organization to obtain answers to some of their questions around “break-fix” customer support. Effective organizations must organize their customer support services around these key issues. Service desks will have to make decisions regarding what is supported and what is not. Underlying all these support decisions is the overarching decision regarding how much of “live human interaction” you want to build into the service.
FAQs, email support, discussion forums, Twitter forums, and other social media interactions that can be delivered with Cloud driven websites, are essentially self service systems that help customers obtain answers to a variety of questions. While customers appreciate the organization’s efforts in making sure that the most frequent questions are answered by automated systems, they are still left with the feeling of having been brushed off with a standard answer. There will be a large number of customers, who like to talk to a live person and get more specific, satisfying answers to their problems. These are customers who will be looking for a telephone contact, a live chat or an instant messenger system that will help them get answers to their most pressing and urgent questions. Yet, others may approach the service desk at your office to get the comfort of interacting with a human being within your organization.
Most organizations using Cloud driven, web based applications forget the humanness of the customer. In their enthusiasm for establishing self service systems, they forget that there are people who are not very tech savvy and who get a greater satisfaction in personally and verbally interacting with the organization. A simple statistics of how many customers use the telephone, the live chat or the instant messenger to interact with the organization will reveal the extent of human interaction needs of your customers, vis-a-vis other modes of communication.
Proactive organizations migrating to Cloud driven systems will continue to focus their attention on retaining human support for customers, in addition to other kinds of support. They will strike a balance between self service tools and live interaction tools, and ensure that customers have a choice of tools with which to reach out to the organization and resolve their problems with the products or services.