How to build an effective customer support system

When the customer support system in the company is lame, there is a risk to miss more than half of the users who apply. In the entertainment industry, it is especially important not to let a person leave the site offended, angry, unsatisfied. About how it is organized in state lotteries, says Kirill Raichenko, director of electronic commerce "Stoloto".

Request Processing Logistics

Our customer request processing scheme takes into account not only the channels for accessing calls, but also the resources used to respond to them. You have to pay for the operator’s time, and pay even more for the operator’s time with a wide range of competencies. So we apply solutions that will allow to involve such operators only when it is really necessary. Our requests are divided into three categories:
Standard questions
Most of our customers – about 60% – ask us repeated questions: when is the next drawing of Russian Lotto, what numbers fell out, where to get your winnings. So at the first stage, IVR is triggered – a system of pre-recorded voice messages that performs the function of routing calls. Clients do not have to “hang” on the phone and listen to music, waiting for a “live” operator.
At the same time, we leave the client the opportunity to switch to a contact center employee, because not all issues can be resolved automatically. Now many companies are fond of IVR and remove “live” operators, believing that in this way they minimize costs. But I have an example that shows the inefficiency of such a solution. Once at my home the Internet broke down on the side of the provider, and he sent a message that as a compensation gives me several days of using the Internet. When I called support to find out how to use these days, I came across IVR and could not find the item I needed, but there was no “switch to operator” item in the menu. I was annoyed and disappointed, and these free days burned out.

More complex, technical issues

The second line of user support is connected when you need to find information in the databases, see the client’s activity history or data from his personal account. For example, a person forgot his password to the Stoloto website or set up automatic payment of winnings to an electronic wallet and forgot about it. The specialist checks the information and solves the client’s question.

Special line for VIP customers

Our regular members – customers who often buy tickets and who have a high level of trust in our brand – receive the status of VIP users. Separate technical support phone numbers work for them, the forwarding of authorized VIPs from the site or from the mobile application to a personal chat is set up with a personal manager who immediately goes to certain databases, looks at the user's history, his previous questions and solves the problem.

Interoperability of Support System Components

We immediately “filter out” VIPs, directing them to a personal manager, and redirect requests from other users to more experienced specialists. Forwarding everywhere except calls is configured so that the user does not even notice it. At the same time, the connecting operator of the second line immediately sees the history of the client in CRM, so as not to ask repeated questions about the same thing.

Multichannel

There is a 360 system in Stoloto and a wide variety of channels work at the entrance: calls, instant messengers (WhatsApp, Telegram, Viber), online chat on the site, e-mail. Regular mail also works to receive applications – some winners living far from the points where the winnings were received can send us their ticket with the necessary documents and receive a winnings to the current account.

The main communication channel with us is the telephone (60% of the total number of calls): a significant part of our tickets is sold in retail, and it is more convenient for people to pick up the phone and dial a number than to register on the site.
The next most common channel is chat on the site (24%). Introverts and regular visitors to the site are especially fond of him, there you can not only quickly get an answer to your question, but also rummage through the FAQ, see how other users answered similar questions.

In third place – social networks (7%). We monitor both our official accounts and social networks in general. The main difficulty here is the response time: if professional operators are on duty in specialized channels, then the employee responsible for SMM works in social networks. If he cannot answer the question himself, he sends it to the contact center, and this is extra time.

Future support system upgrade

What we don’t have yet and what we are planning to develop is the ability to use artificial intelligence, automatic answers and chat bots. As I said, the operator’s time is an expense for the company. It is absolutely certain that the role of the operator will decrease, and more and more questions will be solved by automation and artificial intelligence.
For example, if you are an Internet bank and five percent of the support is occupied by the question: “What will be my commission for transferring to another bank card?”, You can write down all possible options for this request and give them an automated response. While the operator will type the answer on the keyboard, the chatbot will already give an answer on the amount of commission, and the question will be resolved.
Now we are working on the technical possibility to fasten the chat bot to our site. So far we are at the stage of collecting requirements and checking technical capabilities, but by 2020 we are going to move on to testing and launching the project.

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