How many times have you been using a piece of software and needed help, but weren’t sure how to get it? Unfortunately, this seems to be a common issue. Should you send an email, and if so, to who? Tweet? Facebook message? Phone call? Most of the time, it doesn’t really matter to you as a customer. You want answers and you want the most efficient way to get them.
Enter the customer support funnel. It may sound like an odd term, but the experience itself is deeply rooted in the history of the internet. The role of the support funnel is to create a home for all inbound support requests. It’s that simple. A customer support funnel is a way of creating one single stream for all support requests. When customers need help, they do not want to waste time figuring out how to get the support they need. It should be second nature for them to use the funnel you’ve created for them.
Why Your Company Needs a Customer Support Funnel
80 percent of companies believe they deliver a superior customer experience, but only 8 percent of customers who have bought from these businesses agree. There’s clearly a disconnect between what companies think they’re delivering and what customers actually experience.
Organizations that don’t use a customer support funnel can cause a confusing support experience that results in customers trying different sources for help. The last thing you want is a customer to Tweet, post to Facebook, send an email, and call for help. One in three Americans will consider switching to a different company after one instance of poor service, and more than half of Americans say they’ve scrapped a planned purchase because of bad customer service.
The support process works best when it’s streamlined. Any size company and support team can benefit. A customer doesn’t necessarily care if you have only one person on the support team or 20, they only care that they get the help they want in a reasonable amount of time.
Defining Your Customer Support Funnel
At Bloomfire, we try and create a culture of amazing support that has proven to help reduce client churn. We specify that support should come in by email – we direct all questions and issues to firstname.lastname@example.org. We use that email inbox to easily track and manage incoming requests. This also ensures that no request gets overlooked when someone is out of the office.
Once a user submits a support request, it is first categorized and assigned to a support team member. At this point, the support representative communicates with the client to get more information and answer their question, provide instruction, or investigate a potential bug in the system. Cases can be tracked until the request is marked as solved. Using a ticketing system allows your team members to assist each other and to track all requests from beginning to end.
The customer support funnel is the best way to create an amazing support experience for your customers while keeping your support team focused on the task at hand. Start building your funnel to deliver consistently excellent customer service and build brand loyalty.