Online customer service for a long time has revolved around issuing tickets – with a helpdesk software predominantly built to keep track of long-digit reference numbers. This clearly shows the importance given to processes over people taking the focus away from the customer and conversations.
Any typical ticketing process in customer service usually looks like this:
- It all starts with a problem with a product or service that needs resolving.
- You get in contact with the company or service provider through a customer service number, a form or an email address.
- In response, you get a multi-digit ticket number that sets a precursor for all the future conversations with the service rep.
This surely makes logical sense for companies, but the reality for customers is less than ideal.
A next-generation conversational helpdesk system needs to allow brands to deliver relevant and personalized customer service experiences across all channels – which conventional ticketing system fails to deliver.
At CM.com, we have always been sensitive to the limitation of such ticketing workflows that reduce your customer to a number before solving their problem. We feel this is an impersonal way to treat customers.
Putting Customers Back in Customer Service
With increasing digitization and the clear shift in preference of communication channels, the old way of reactive support is no longer enough – specially to stay competitive in the experience-driven economy.
With the landscape fast evolving, customer service won’t be the same in the coming years. With the volume of service requests rising, customers’ expectation for more proactive support from customer service teams has been on the rise — requiring more automated and intelligent help desk systems and processes that work across the channels.
We hear this often coming from our customers and prospects and want to offer them the power and flexibility of a ticketing system that could increase their team’s efficiency, and yet not compromise on the customer experience that’s deeply personal.
In this article, we will talk about the key principles that simplify customer service without compromising on the experience. The principles when integrated with your customer service bring process and people together where conversations are as important as tickets.
Eliminate Queues, Not Tickets With an Advanced Helpdesk Ticketing System
Until now, most companies had to choose between two broad types of customer service ticketing software:
- One that worked on a traditional email-based ticketing tool that though efficient compromises on the quality of customer experience.
- Another is a fast and messenger-based support tool that offers a high-quality customer experience but lacks the flexibility of a ticketing system to accommodate the rising complexities of businesses.
While using such a conventional customer service software, questions become tickets, and people become numbers. But these reference numbers don’t obviously provide solutions to problems, only people do.
Once the questions pile up:
- Questions stay in the queue until the final issue resolution.
- Agents start to cherry-pick and leave tough questions to attend later.
- No one owns the queue, so no one cares to answer.
This traditional model is usually focused on just one operational metric i.e., “time to close a ticket”. This approach usually falls flat in meeting customer expectations, often resulting in loss of customer lifetime value.
Conversations and Customers Come First
Contrary to the conventional ticketing systems, at the heart of any good customer service is not the issuing of ticket numbers, but the ability to segment, prioritize, and assign issues as they arise. It is that agility that allows customer service teams to stay on top of requests and ensure resolution for customers within the assigned time.
We have tried to put an end to this painful choice with a customer service solution that comes with a range of value-packed features: an intuitive dashboard with an omnichannel core that is built to handle the most intricate customer issue seamlessly without compromising on efficiency and performance – collectively putting customer service complexity to rest.
Empowering Agents of a Customer Service Software
The core pillars or features that make handling complex queries simple for offering world-class customer service experience at scale.
#1 The Most Advanced Routing
Gone are the days when we would simply distribute the workloads evenly across active and available team members. This system would not work when there is a high volume of customer queries and a high threshold of service requests.
This way of operating results in slower response and poor customer experience and it does not work for a conversational approach based on modern communication channels.
The logic behind routing is to give direct ownership of the conversation to the customer service agent. Mobile Service Cloud works on this principle for the very same reason: the questions that flow to a queue often lack an owner – leaving the customer unattended.
Understand and Meet Customers' Need for Speed
To ensure no customer is left unattended in the queue, we have launched a two-stage feature called Advanced Routing.
The routing rules applied here are additional parameters which utilize a combination of rule-based and skill-based elements that ensure no customer is ever left unattended in a queue. So, no cherry-picketing happens when questions pile up.
In a rule-based routing, the additional rules scan for the sender details like name and subject from the e-mail sent or a part of it. The bottom line here is to prevent service reps to spend their time handling unwanted messages like spam from landing in their customer service Team Inbox.
If the pre-established criteria are met, the incoming conversation is moved straight to the Archive or Unwanted Inbox without human intervention.
Additionally, you have the ability to assign conversations to agents based on their skills and priority. The main advantage is that these Triggers work on all incoming conversations across all channels – a unique feature in Mobile Service Cloud.
Secondly, Skill-based routing ensures agents don't pick and choose conversations. They are in turn responsible for the conversations assigned to them. This enables teams to be at the heart of customer conversations rather than getting lost in a pile of tickets.
#2 Smart Inbox Management
As mentioned earlier, ticketing queues have no real owner and lead to tickets piling up in the queue until final issue resolution. This creates a huge pile of questions, with no clear way to prioritize whereas, only a fraction of them needs your attention right now. The easier route for any agent with a pile of questions is to cherry-pick the easier ones and keep the complex ones for later.
The Inbox connects all your channels to make life easier for your customer care team, save costs, and improve your service quality at the same time.
The personal inbox can be a mix of different channels. So, individual agents can manage their own omnichannel inbox. This gives a direct ownership of the conversations and allows faster response within the SLA (response time).
One inbox to manage multiple conversations allows multi-channel support on a single interface with great ease. Having all channels in one clear overview allows agents to engage every conversation regardless of the channel.
With smart inbox management, agents have only 3 options:
o Snooze: when an agent hits the snooze button, it does two things: its sets a new SLA to the customer and a new timeline for the conversation to return to the agents’ inbox.
o Archive: this is used when a conversation needs no further action. However, when a new reply message comes in to an Archived conversation, this conversation moves out of the archive and is routed again to the right agent.
o Forward: agents can forward a conversation to a colleague. This transfers ownership (and SLA responsibility) to a different agent.
This results in giving a great control over your inbox and thereby not leaving any conversation unattended!
The Best Messenger-based Helpdesk, Now With the Best of Ticketing
With these ticketing triggers, advanced routing parameters, and a personal inbox to manage it all, you can unlock all the critical workflows that traditional ticketing tools provide, without compromising on the conversational, engaging front-end experience of a modern messenger.
With all these added features, the experience becomes considerably better than the experience offered by traditional email-based ticketing systems.
After all, you don’t need to reduce your customers to a number in order to resolve their problem. All they need is an assurance which only the resolution of their problem (within a given moment) can bring.