These
can deter a large percentage of direct customer contact and save a company a wad of
cash, but at some point, a customer is going to contact you for one of two reasons:
1. They??™ve looked for their answer elsewhere and cannot find it.
2. They don??™t want to look for their answer. They just want someone to tell them.
A search on Amazon.com for ???customer service??? returns more than 50,000 books. Chances
are that most of them are probably pretty good, and their advice practical and actionable
for companies of all sizes in all industries. Whether you read them or not, remember one
thing??”when a customer contacts you through the support portal, they are asking for help.
They are vulnerable. They need you. Nowhere else on your site is clear communication
and usability so important, and at no other time will a company be able to make such a
strong statement about its integrity and dedication to good customer service as when its
mettle is tested.
Instant messaging
While it??™s not realistic to slap an AIM or MSN Messenger handle up on your support portal
(unless you do it for each member of the support team), it is possible to implement an
internal, generic chat window that customers can use.
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