Why Support Teams need Contextual Data (and how to make it happen)

Equipping your support team with contextual customer data is one way to lower that effort.

In today’s connected world, we have an unprecedented opportunity to gather and analyze data. Data is everywhere!

Most companies have access to data through apps, webpages, coupon codes, etc. Software as a Service (SaaS) and Internet of Things (IoT) technologies are especially suited to understand virtually all aspects of how their products are used. But who should have access to this data, and what should it be used for? Data that sits idly by in a data warehouse or software solution isn’t providing any value.

The value to your organization is making the data accessible to the people who can use it to improve your customer experiences. And who most frequently speaks to your customers? Support!

There are many uses for customer data. Often data is used to help improve the product or drive investment into specific markets or feature sets. However, these important use cases should be supplemented with preparing your support team to provide a better customer experience. In this article, let’s explore what data can help support be more effective and how to get that data to your agents.

Choosing the data your support team needs

What are the most common triage questions you ask customers?

Which tools do agents regularly access to find information to help close tickets?

Which details are most vital to confirm accurately versus requiring a customer to recall?

What data is most often requested from a senior support or engineering team to help solve a case?

Using data for better customer context

Real-Time Context

Improving time-to-expert and directing tickets based on location, urgency, or sentiment shifts can all improve your customer experience. Natural Language Processors, such as MonkeyLearn, can do this in real-time and allow your agents more time to focus on the work they are good at and less time figuring out what to work on.

monkey learn - data visualisation
monkey learn - data visualisation

Product tracking tools commonly owned by a product or development team, are also an excellent tool for support. They allow an agent to follow the steps and recreate a customer’s actions accurately. Tools like Pendo can also help the support team identify problem areas and build real-time guides to improve self-service and reduce repetitive questions.

real time guides-pendo.io
real time guides-pendo.io

Most software companies have a database full of metadata and logging information that can paint a beautiful picture of an issue. Unfortunately, access to this wealth of detail is usually limited to specific teams and requires an agent to rely on someone else to gather. Basedash is a tool that exposes that data in a readable, searchable way and gets support agents direct access to data that can help diagnose or correct customer issues fast.

basedash tool that exposes that data in a readable
basedash tool that exposes that data in a readable

Automated Context

Similarly, chatbots and knowledge bases can help resolve common issues, but context is key when they are unable to. You must avoid situations where a customer has typed in their issue, doesn’t find an answer, and then is forced to repeat the problem to a person. Tools like Amazon Connect and Solvvy will take the context the customer provided and send it to the agent in real-time, allowing the agent to pick up where the automation left off.

Feedback Context

Do-it-Yourself Context

It doesn’t have to be expensive or time-consuming. Even simple changes to your website and support pages can help with these initiatives. For example, when you return a product to the store, do they require you to have a receipt, or look up your purchase history using your credit card? If a representative has access to purchase history data, it is a lower effort for your customers and a better customer experience overall.

Context is the Future of Support

Setting your support team up to have more contextual conversations provides your customers with a faster, better experience. It gives your customers peace of mind that you truly want them to succeed with your products and services. As your customers become more accustomed to unique and specific support solutions, support departments that do not use these techniques will lag behind others.

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