Virtualization Technology News and Information
Article
RSS
The Ultimate Checklist For Building a Customer Support Tech Stack

Customers have an ever more educated palate. Their experience is a huge differentiator, and a bad one can be ruinous. 

A slick customer support tech stack-including solutions from Gartner Cloud Unified Communications Providers-can reduce churn. Which means it puts you on a proactive footing about keeping customers happy and coming back.

Identifying the right combination of complementary tools that'll deliver best-in-class customer engagement is therefore fundamental when scaling up your business.

Alas, the marketplace for products is crowded.

Do you know what future tools you plan to invest in to organize, manage, measure, and track your customers? Are you getting the most out of your existing tools?

Keep Them Suite

You're understandably careful when investing in a suite of tools to capture a holistic picture of how your customers are interacting with your brand at every stage in the buyer's journey.

Getting it right means setting up customers for long-term value and turning them into a consistent wellspring of new revenue.

This article will outline the ultimate checklist for building a customer support tech stack.

We'll walk you through different tools and what you need to weigh up at each stage in the growth of your business.

Scaling Up

When you scale up, the volume and pace of your activities increase, and your challenges multiply.

We can break it down into three phases:

  • The building phase is when you have minimal customers and deliver "high touch" customer support.
  • The accelerating phase is when you've grown your customer base substantially and must focus on segmenting them and nurturing product adoption.
  • The growth phase is when your customers have complex use-cases that require additional services to secure continued growth. 

As companies scale up, technology helps customer success teams ensure their offerings keep up with this increasing volume and complexity.

In chronological order, let's unpack the stack!

techstack-marketing-statistics 

Image Source

Some Customers Phase

Suppose you're striking out with your small business and have just figured out how to setup a multi line phone system. At this stage, you get most of your sales from inbound queries or leads from your founders, so it's about delivering a high-touch type of engagement to most of your relatively modest volume of customers.

Video Calling

A common way of managing this phase is by adapting existing internal communications tools to engage with customers. Instant messaging and video conferencing communication tools are popular in onboarding customers and supporting them with usage proficiency.

Screen sharing products are helpful in allowing agents to co-browse and show customers how to navigate an online app or troubleshoot a complex product. While co-browse tools are a go-to option with a modest customer base, newer products can also deliver outstanding customer experience at the enterprise level.

Super Spreadsheets

Smaller companies can also usually record, track, and manage customer interactions and planning using spreadsheets, given the low customer volume.

Despite the limitations of this approach in terms of limited automation and visibility, these existing tools are serviceable and available in this building phase.

Lots of Customers Phase

As Customer Success teams enter the acceleration phase, they have to scale up their onboarding and customer engagement efficiently to match their growing customer base.

Online Community Platforms

Online community platforms get adopted as vital tools to engage with customers beyond the constraints of video calls and screen sharing.

Customer Feedback Tools

Companies must also make it easier to gather customer feedback at scale. Customer feedback tools help success teams analyze customer satisfaction and measure customer experience KPIs-like so-called customer health scores-that underpin loyalty.

probability-stay-with-company 

Image Source

Ticketing System

This is a requirement at this stage for teams to manage and respond to customer support requests. It will come with a knowledge base for dealing with the increasing volume of questions and often also features automated responses that address typical queries.

Helpdesk Platform

Ticketing software can be a standalone tool, but it's usually one part of the foundational layer in customer support: The helpdesk. Customer support teams in the acceleration phase adopt this technology first, and it often incorporates both ticket management and the self-service of a knowledge base.

Knowledge Base

A knowledge base is like a content library for company information. Knowledge base software enables you to create a customer support portal, replete with questions, documentation, videos, and AI-powered bots to automate common questions.

It's a hugely powerful tool in your tech stack for reducing call volume and maximizing resources. A knowledge base can also be a repository for internal knowledge to help your support team.

The limitations of spreadsheets become glaring at this stage, as customer volume increases. Customer Success teams here set about repurposing the Sales team's CRM system.

customer-success-calls 

Image Source

Project Management Tools

Teams often swap the spreadsheets used for managing customer onboarding for project management tools that aid them in standardizing onboarding projects. This makes them at once more efficient and trackable, and promotes greater accountability to ensure tasks get done.

Contact Center Support

Call centers are still integral to many companies' support efforts, albeit the frequency with which customers pick up the phone to request help is dwindling. Then there's the burden of operating a call center, which has led companies to adopt cloud-based contact center software solutions to continue to deliver that valuable human element to their customer support.

Customers All Over

Finally, at the growth stage, operational demands usher in Customer Success CRM tools that provide greater automation and capability in capturing the totality of interactions your customer has with your company.

By now, the volume and complexity of customer interactions has grown to a point where Customer Success comprises several specialized sub-teams tasked with meeting the demands of customer service.

Powerhouse Support

This means multi-channel support tools or even an omni channel process become necessary to maintain satisfactory levels of customer support. Live chat software becomes a critical additional support channel. One that allows agents to engage with customers via text-based chat and manage multiple support requests at once with no drop-off in quality.

Customer questions can be tracked in history, and the easy ones filtered to prioritize the trickiest voice calls.

Consolidate

Not all software in your tech stack is created equal.

You need to find the right tech to bridge the gap between your Customer Success team and business growth.

Why not go further and invest in an integrated customer engagement platform?

From integrations with your other platforms or apps, to your volume of calls or support requests, we hope this checklist sheds light on the surfeit of factors you need to weigh up to build your customer support tech stack.

##

ABOUT THE AUTHOR

John Allen - Director, SEO, 8x8

John Allen is the Director of SEO for 8x8 Communications as a Service, a leading communication platform with integrated contact center, voice, video, and chat functionality. John is a marketing professional with over 14 years experience in the field, and an extensive background in building and optimizing digital marketing programs across SEM, SEO, and a myriad of services. This is his LinkedIn.
Published Wednesday, November 17, 2021 7:34 AM by David Marshall
Filed under: ,
Comments
There are no comments for this post.
To post a comment, you must be a registered user. Registration is free and easy! Sign up now!
Calendar
<November 2021>
SuMoTuWeThFrSa
31123456
78910111213
14151617181920
21222324252627
2829301234
567891011