UseDesk меню

WHY EMAIL IS LOSING THE CUSTOMER SERVICE BATTLE

Katerina Vinokhodova
UseDesk Co-Owner
To understand what's wrong with using email and why we have decided to create UseDesk, let's define the needs of those involved in the support process:
Customer
Not that much. All is needed is the solution of the problem within the reasonable time. Of course, individual approach here is not a bonus but a prerequisite. What time is a reasonable time? If I cannot withdraw money through ATM, I want my question to be answered during the first call to a bank; if I send email to an online store support, I expect to get an answer by the end of the day.
Support Agent
Sometimes, they want to take a break and have some coffee. The customers keep asking the same "stupid" questions. You, like a robot, write the same thing dozens of times. The flow of incoming messages does not stop: spam, emails that were intended to be sent to marketing department but were sent to you by mistake, and it's hard to find which ones report a "real trouble". If they all come in one stream, that is not good. And if you need an urgent assistance from IT department, then you reach a dead end. While the agents are working through the queue to notice an important email and respond, an angry customer keep chasing them.
Customer support team lead
It should be clear what is going on in this black box. How many requests are there? What they ask about? Who replies faster — Nick or Lana? Do we have a lot of complaints about the boots shipping time, and do we need to deliver faster, or is it better to correct the information about delivery on the website?
Business owner
We need happy customers and more sales.
Why email as a customer support tool fails to fulfill these "needs"?
No task formulation
Which email is urgent, and which one can wait? Which one is the duplicating one? Have we responded to that one? Damn, we forgot to mark it and replied twice.
Remember, when you were a kid, your Mom told you: "Keep your desk clean!" — "Why? I know where things are. By the way, this is not a mess, but a creative way to organize things." What a mess in your inbox may cost you? You will miss an email and customer will be upset. A one dissatisfied customer = dozens of dissatisfied customers, depending on the severity of the unresolved problem. Effective work is an organized work. UseDesk offers you to keep things organized using statuses, priorities, filters and collision detector.

The agents can see what they need to work with. The requests are organized by priority based on submission time, subject and content of the request, the sender and the assignee. You can edit the settings as you wish, to see what requires attention first.

The statuses represent the stage of the request processing. "I want to apply for the discount offer," the customer writes. As you have three active discount offers at the moment, you will ask which one he is interested in. "On hold" status is good here: request is taken for processing but it has not been resolved yet as you need to get additional information from the customer. If you would like to see all the tickets that are "on hold" — create a filter and enjoy work based on "divide and conquer" algorithm.
It is not good to make customer wait, or not to answer at all. Not better an awkward situation, when a customer gets three contradicting answers. Who cares! Someone does. The customer already questions the level of agents' competence, moreover, he realizes that the request processing is not organized at your company. Email does not offer you an option to avoid duplicating answers. We have built-in a collision detector into UseDesk.

Behind the fancy name hides a helpful thing, and this is how it works:
You can see when someone is viewing or changing the request. One request — one responsible agent, no confusion.
No guarantee that a colleague from another department
will respond quickly

The customer stays in contact only with the support service. He is not aware how email is handled inside of your company. Once, I waited a week for the reply from a hotel regarding whether they confirmed my reservation or not. A week later, I received a message: "Sorry, we were waiting for a confirmation from accountant whether your payment has been received. She mistakenly deleted your email...". Thank you for being honest, guys, but I do not need excuses, I need a quick response.

Resolving customer problems requires assistance by other departments. Using multiple communication channels within the company is nonsense.
It is easy to agree, that important information is likely to be lost in this chain. We want the chain of communications be simple and fast.
UseDesk solves this by implementing comments: section: they are not visible to customers, it is internal communications that happen right here — next to customer's request.
You can include the employees from another departments in the chain easily.
Email forces the customer going around in circles
I especially appreciate people who understand me from the half-word. The customers feel the same. When a customer writes an email in a way that it is hard to understand what the issue is, you need to ask a lot of additional questions to clarify the problem. This may take quite a time, but why wasting time on details if you can spend it resolving the issue?

To win this quiz game, use the customer profile where the contact details and communication history are saved. You don't need to search for any relevant details in your inbox, the customer profile can give you enough of context.
Do not ask too many questions interviewing the customer, rather meet them like you meet good old friends and help them.
Email is not the fastest one
The most obvious yet the most difficult way to generate a "wow-effect" is impressing a customer with the speed of response that exceeds the customer's expectations. The information on the website says that it takes 24 hours for you to respond, but a customer gets a response in half an hour. It's doable when the question is easy one. For example, "What type of payment methods do you accept?". You need a minute to formulate an answer for that standard question, and, even less, if you have a canned reply saved in notepad or in Word. You found the information needed, then click ctrl + c, ctrl + v — 20 seconds, quick and easy! Can you do it 20 times faster?
Inserting a canned response takes just two clicks. Let the agents spend their time on actual problem-solving. They can provide support and feel that they are helpful without a need to waste time on a routine tasks.
Email limits automation capabilities
You have just launched a new feature and it's important to catch all the issues related to it. In addition, Katerina is the one who knows the feature the best. Email service would not help to solve this quiz. UseDesk can solve it easily by applying the rules. Ok, all requests containing the "new feature" are given higher priority and assigned to Katerina automatically.
And when it comes to the questions that were sent while you were offline, we use the auto-replies so that customers do not worry as they know how long they need to wait.
Now your support operates like a multicooker: bring the ingredients together, and they are self-mixed and self-cooked, and you just enjoy the yummy ready meal.
Email does not show the analytics
Two questions concern the team lead: what's going on and how to fix it. Email does not show who answers faster — Anna or Valery, how many claims and returns you have per month, or what time is the most busy time. UseDesk controls everything. Only numbers can give you a picture of what is going on in customer support, displaying both weaknesses and strengths. Data is the power, use it to improve the service.

Join UseDesk and see how easy it is to build a support that is loved by your customers.
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