Paul Wallbank – Brilliant Communications

Tag: support

Rethinking customer support
One of weaknesses in most organisations is getting customer service right, good support takes time which costs money and leads many big and small companies to scrimp on support to save a few costs.

In a conversation with BMC Software’s Suhas Kelkar about customer support – Remedy, one of the biggest helpdesk software packages is a BMC product – the discussion turned to how the process has changed in recent years.

Not too long ago we reached for manuals, but those vanished as CDs and then downloads became common. Then we’d call the manufacturer’s helpline or our unfortunate store who sold us the item.

Today we Google a problem to see if we can find a quick solution and if that fails we reach out to our social networks by posting the question on Twitter or Facebook. We may even post the problem to a support forum to see if anyone has an answer.

Only if can’t find the solution anywhere else do we call the support line, for most of us it is the last resort.

In some ways this is a success for corporate cost cutting as most of us call a “helpline” only in desperation as we’ve trained to expect long waits, confusing menus and poorly trained operators.

That model developed in the 1980s – in order to pay rockstar salaries to executives it was necessary to cut staff wages and training costs with after sales support often being the first business area to suffer cuts.

Eventually this started to backfire and the Dell Hell saga as one of the leading examples where the computer manufacturer’s lousy support became industry legend. It’s fair to argue that Dell has never quite recovered from the damage the period of poorly outsourced support did to their brand.

To repair the damage to their brand, Dell adopted a crowdsourced support model where company forums were available for customers to ask about problems with the hope other customers could answer before expensive staff became involved. Eventually other companies adopted this system.

Social media has created a doubled-edged sword for businesses, it’s easier for people to ask their friends for help but it also increases the risk of brand damage if online posts aren’t monitored and responded to.

All of this is forcing a rethink of how customer support works. For businesses big and small, social media and crowdsourcing tools are changing the way we talk to customers and how they can talk about us.

The big data push is also changing customer support as businesses now have the computing power available to mine knowledge bases, issue registers and call logs to identify market trends and weaknesses in their products or sales teams.

For business owners and managers stuck in the 1980s ways of customer support, they are in for a wretched time over the next few years.

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October 29, 2012
Hanging on the telephone
Ever tried to call an online company about a problem? As the New York Times explains, it’s often hard to find the telephone number, let alone someone to answer your call.

The NY Times article worries a new type of digital divide is appearing between those happy to do business using email or social media and those who who demand to speak to someone.

In reality, the truth is more subtle than just generational differences – it’s about the web2.0 service-free business model where few, if any, resources are spent on customer support. The idea is the an assistance can be given out on “self service” basis through a website or, better still, crowdsourced on a user forum where the customers work together to figure out solutions themselves.

For many of the web based cloud computing and social media businesses, this model is essential to their survival. If you were to add a customer support department answering telephones, the viability of the business would collapse.

While it’s uncertain if that business model is sustainable for many of these web based companies, it’s interesting to ponder how many phone calls most businesses could avoid by having relevant information on their website.

It’s worthwhile looking at call logs and asking your staff what are the most common questions to your business. Answering those on the company web site might mean happier customers and fewer staff distractions.

For some businesses, letting customers discuss issues in an online company forum might be a way of crowdsourcing support and giving ideas for future products or service improvements.

Rather than leaving customers and staff hanging on the phone, having relevant and helpful information on the website saves everybody time and money.

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July 9, 2012
You’re doing it wrong
Earlier this week Smartcompany released the results of their 2012 business technology survey. One of the things that stood out was less than 30% of businesses are happy with their online results.

Almost certainly this is because most businesses diving into social media are doing it for marketing or advertising reasons – so they expect to make sales shortly after they start posting updates.

While social media can be a good marketing tool, it’s almost always time intensive and often it doesn’t work at all.

For most businesses social media is much more useful as a market intelligence tool or a communications channel.

Talking to your customers and helping them with their problems is probably the thing social media does best.

While it can be argued that good customer support is the best way to build a brand and market a business, that’s a major change in thinking for many organisations.

If you think social media is all about marketing – or customer support isn’t about your business brand – then you’re doing it wrong.

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May 24, 2012
Closed for business
This post originally appeared in Smart Company.

Many industries hoped this Christmas was going to be their saviour – across the country businesses in the retail, tourism, real estate and many other service sectors hoped they’d see an upbeat end to a tough year.

When you’re doing it tough you don’t turn customers away, yet thousands of businesses did that over the Christmas and New Year break by not updating their website to reflect their holiday trading hours.

Almost every business I encountered over the break had little – if any – information about their Christmas trading hours. In holiday towns where visitors are unfamiliar with the local businesses many cafes, restaurants and service businesses didn’t have a website or a local listing despite customers searching for them on iPads and smartphones.

Smart Company’s sister site Property Observer discussed this problem in the real estate industry where tenants were being left with problems over Christmas because there are no emergency contact numbers shown on websites.

What’s even more amazing about real estate agents in holiday areas is many pack up for a week or two and miss possible vacation rentals or even sales to enthusiastic out of towners. Who would have thought real estate agents would let commissions pass them by?

For me, I found information lacking on sites for both small and big businesses. To check the opening hours of Myer stores for instance required downloading a PDF file, Australia’s biggest retailer surely can spare a few hours of a junior’s time to updating the opening hours in their already inadequate store finder.

Similarly the City of Sydney fell down on their swimming pools, with their fabulous Victoria Park and Boy Charlton complexes both showing the wrong opening hours. This customer took his business to Leichhardt and North Sydney instead.

Most of the local shops did poorly as well – few had any mention of opening hours at all let alone Christmas trading times. Those who did open probably missed business because people assumed they were closed or found another place online.

Not updating a website would have made sense ten years ago when even the smallest change meant a fat bill from your web designer. Today online publishing tools like WordPress and Drupal mean there is no reason for you or your staff not to log on and make minor changes like revised hours or holiday specials.

If you still fear a fat bill each time you ask for a change to the website then it’s time to sit your designer down and discuss making some changes to the way your site works – not to mention some strong words about your billing arrangements.

Having up to date content isn’t just good for helping your customers, it also adds credibility to search engines like Google and Microsoft Bing which like sites that are regularly updated.

Almost every business has something to say during the year, whether it’s a new product line, welcoming a new staff member or having a special offer. There are also seasonal factors like Christmas, back-to-school, end of financial year and whole range of annual events that affect your industry.

The beauty of the web right now is that we aren’t constrained in what we want to say about our businesses, so next Christmas let your customers know great you are and which days and times you open.

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January 22, 2012
Do you really want help from the government?
Pity the public servant who stands up in front of a room and asks a bunch of business owners, executives or managers what they want from government.

While there will be plenty of comments about improved procurement, less red tape and reduced fees you can be sure there’ll be plenty of demands that the government ought to subsidise something – anything – that business does.

It’s notable how free enterprise, small government and low taxation loving business people will drop their copies of Atlas Shrugged and barge their way to the feeding trough and the slightest scent of taxpayer money wafting in their direction.

But is government money really good for a business? In many cases it isn’t.

You run a business, not work in a government department

“Who pays the piper, calls the tune.” The whole idea of running a business is that you are the boss, so why do you want to answer to a government department?

If you’re self employed or just opened a startup, one of the main reasons for doing so is because you decided you no longer want to work for the man. A government grant may well open up a whole new world of paperwork that leaves you wondering why you ever left the cubicle.

The dependency culture

One of the dangers of government funding is if you are successful, you’ll find yourself hooked on it. Quickly you become better at filling in funding applications than delivering products your customers want. The Aussie film industry is a good example of this.

Governments are behind the innovation curve

Public servants are not employed to take risks, this is a good thing as it’s our money they are handling.

Because governments are risk adverse they’ll only recognise an industry – or a problem – long after it has become established.

If you find you are on the government’s help list, it might be time to consider an exit from a troubled industry.

Do you really have a business?

Many new business owners expect the government should do something to assist them in their start up phase. This is a common complaint from under capitalised proprietors.

Given the massive subsidises given out to the banks and other big corporations since the start of the great recession, this attitude can almost be excused but we can already see how well that strategy works.

If you really need a subsidy to run your business, then it’s time to consider whether you should be in business at all.

This isn’t to say all government funding is bad; well thought out programs help viable businesses with things like export assistance, skills development and employing young or disabled workers. There are many of these although the process of identifying what a viable business is usually eliminates the newest and smallest enterprises.

What is notable with the successful government programs is they address a specific need, they don’t have onerous paperwork and they are no substitute for a healthy, living cashflow and profit.

Overall though, if you really want government money then take a job with the public service. It’s a lot easier than scrabbling for grants.

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October 14, 2011