The importance of human technical support for the customer experience
Automation is one of the big changes brought about by digital transformation. It’s the change most commonly implemented by businesses large and small. Yet not everything can be automated . . . Remember that ultimately companies do business with customers, who are human beings with specific needs and expectations that technology cannot always fulfil.
This is particularly apparent in the tech support offered by businesses—chat lines and around-the-clock services are great! They save time and make the customer experience more pleasant. But they are not always enough, because many situations still require human interaction. Let’s take a look at where human technical support is recommended and why it’s so important in today’s world.
The difference between technical support and customer support
Let’s first take a look at the basic difference between customer support and technical support.
- Customer support is the service that manages complaints and customers who are unhappy with the use or delivery of a product or service.
- Technical support involves experts who answer the customers’ technical questions, especially in regard to installation or any other issue preventing the customer from using the product or service.
These two services may complement one another, but their philosophy and management differ. And they don’t get involved at the same time in the customer experience.
Human technical support for complex and specific issues
Customers who seek technical support are dealing with situations or problems specific to their environment. So they are looking for highly personalized assistance. That’s why the job can only be done well by humans—tech experts, that is. According to a 2016 New York Times survey, 73% of customer service managers said the complexity of tech support calls is rising as customers are increasingly able to resolve simpler issues on their own.
Before contacting tech support, customers have no doubt checked out a few things on their own. They’ve done a bit of Internet research, gone on forums, asked questions of the community and read FAQs and wikis. If they don’t find what they’re looking for, they contact tech support, because they want to talk to a person. First, the customer is transferred to the general tech support team. If the problem is more complex, they may even be referred to the research and development group for a customized solution.
Problem-solving: a blend of autonomy and technical expertise
Obviously, in this context, robots and artificial intelligence won’t do the trick, because customers need an answer suited to their situation. But technical tools can be useful in filtering frontline requests and providing customers with the resources to help them solve less complex problems on their own.
According to Zendesk, a provider of customer service solutions, 50% of shoppers think it’s important for them to resolve their own problems. Seventy percent expect to find self-service tools on company websites. Further, 77% of customers claim they won’t make a purchase if there is no live chat available. This clearly shows that users want and need access to a variety of tech tools before connecting to a person.
The winning combination: linking technology with human contact
Tech support does not have to be the only source of information or contact for users. A mix of the two works well: automation speeds things us, while technology makes it possible to collect relevant information on the customer—and that information will be useful when the customer speaks to a person. But human interaction guarantees an effective solution and a quality customer experience.
At Objectif Lune, we place a high priority on technical support so that our clients have the best customer experience possible. But we also support them in solving problems on their own. Feel free to visit our website to discover how we combine our online resources with our tech support!