Assisted Service
Web users have limited patience when trying to find information or make a purchase online and will move to another site if frustrated. Greater conversion rates and customer satisfaction result from allowing customers to request help, either through text based web chat or call back.
Click-stream analysis can be used to identify customers who are struggling to find what they want so that targetted interactive pop-up windows can be deployed to offer help in the form of web chat and call back. These communication facilities can also be extended to general help pages to increase customer awareness.
Using text based interaction, agents can help expedite customer queries by offering template based information, personal problem solving expertise or browser controlled redirection to relevant information held elsewhere on the web site that the customer is unaware of.
In situations that demand closer guidance, a customer can be helped to fill in online forms or be provided with detailed instructions delivered as pdfs, video clips or audio based formats such as podcasts.
The challenges that this presents are a mix of technical and operational.
Call centre and online technical teams need to be working from the same roadmap to avoid duplication of effort in terms of developing customer communication tools and interfaces into knowledge management resources.
Routing of online originated communication has to be brought within the call centre routing logic so that multi media traffic is presented on the agent’s desktop according to the priorities set out in the common customer contact strategy.
Desktop design is also an important consideration to help agents deal with the increased complexity of managing online customers and access information resources easily without opening multiple windows on their desktops.
Reporting on assisted service requests needs to be integrated into the overall analysis of customer traffic to enable correlation, trend and ‘drill down’ reporting.
In other words, the need for apparently simple applications such as web chat is best responded to within a much broader set of considerations if technical and operational difficulties are to be avoided downstream.
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Datapoint provides the following technologies and services for Assisted Service.