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The Ultimate Guide to Customer Support The changing face of customer support Customer support has come a long way from the thinly staffed helplines with lengthy ticketing backlogs of old. That’s no...

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The Ultimate Guide to
Customer Support
The changing
face of customer
support
Customer support has come a long way from
the thinly staffed helplines with lengthy ticketing
acklogs of old. That’s no way for
ands to deal
with their most important asset — customers.
Whether in e-commerce, consumer tech, or B2B
SaaS, customer support is integral to the customer
experience lifecycle.
Three trends in particular have changed how we think about CX over the last 20 years:
1. Speed, accuracy, and empathy
Consumers of financial services, on-demand services, e-commerce products, and travel
and hospitality experiences have come to expect fast, accurate, and empathetic custome
service as support becomes a vehicle for repeat purchases, positive social validation and
refe
als, as well as increased basket size.
2. Engagement across channels
Users expect
ands to engage with them wherever they are - be it on desktop, mobile, o
via a phone call. Managing support across multiple touchpoints has led to new challenges
in building support teams that can handle the complexity of different incidents across
different channels.
3. A focus on customer success
B2B and enterprise software has moved into the subscription era, with customer success
emerging as a key driver for expansion revenue and customer refe
als. Usage, engage
ment, and delight are important for the staying power of modern B2B products.
Here at Acquire, we care deeply about how our customers troubleshoot problems with their
users, and how these conversations drive engagement and advocacy long after the initial sale.
This guide offers insights, best practice, and a strategic and tactical playbook on
unning customer support in the era of the modern consumer.
1
03
05
07
15
19
17
Table of Contents
Who should be involved in customer support?
Structuring a support organization
What should your customer support product
stack look like?
Building internal workflows and planning for
escalations
Support team hiring done right
Support KPIs to know
21Automating customer support
25Meeting your customers on mobile
27What does high caliber support look like?
2
Who should be
involved in customer
support?
In an age when customer support has become an important differentiator between
companies, every employee needs to contribute. Customer support provides key insights
into building new features (product), improving messaging (marketing), and understanding
customer personas (sales), just to name a few.
Keeping information flowing in the opposite direction also helps. For example, customer
support teams should know:
XXXXXXXXXXWhat new features are in the pipeline (product)?
XXXXXXXXXXHow cu
ent features should be described (marketing)?
XXXXXXXXXXWhen customers should be offered a new product to solve a problem (sales)?
Disney requires every new employee to learn the
fundamentals of the Disney philosophy through Traditions
Training. They even call their teammates “cast members”
ecause they understand that everyone performs together,
in service of the customer experience.
At the end of basic training at Zappos, a
and that has won
numerous customer service awards, new employees are
offered a cash reward to leave the company if they’re not
willing to live by the Zappos mantra, “Powered by Service”.
3
Fast-growing payments processor Stripe has every
employee take part in customer support on a bi-weekly rota-
tion. There are good reasons for that:
1. Connection
XXXXXXXXXXEmployees learn about customers and how their
XXXXXXXXXXwork impacts real people.
2. Encouragement
XXXXXXXXXXIt’s a real morale-booster to successfuly help a
XXXXXXXXXXstruggling customer.
3. Product improvement
XXXXXXXXXXCustomer interactions help in understanding how to
XXXXXXXXXXbuild a robust product for all eventualities.
While different staff need different training based on their role, everyone—from the CFO
to the warehouse team—impacts the customer. That means everyone needs to know about
customer support.
4
Tier 1
Tier 2
Consists of most agents who field all inbound chats, emails, and calls. They have
general knowledge and respond quickly, solving simple inquiries through their
product knowledge, call scripts, email templates, and links to company resources.
When Tier 1 receive a more sophisticated question, they escalate it to:
A smaller team of more-experienced experts who are better equipped to provide
precise technical support, describe nuanced product capabilities, and handle
sensitive financial situations. Tier 2 agents have typically been with the company
longer, and been promoted from Tier 1.
(At some large companies, some exceptionally knowledgeable experts sit at Tier 3).
“Most customer calls are simple. For anything
more complex, pass the customer to an expert.”
Structuring a support
organization
1. Tiered structure
In the tiered structure, agents are divided into two groups:
Customer support teams typically operate in either a tiered or hub-and-spoke structure.
PROS
Solve calls quickly without transfe
ing
customers.
CONS
Requires a large customer support team.
When inquiry volume is high or low,
your Tier 2 will either be overloaded or
underutilized.
New customer support hires can get up-to-
speed quickly as Tier 1 agents.
It’s often possible to outsource part or all of
Tier 1 work.
Interfacing between tiers can be tricky. Get-
ting the ratio right is important so custom-
ers don’t find themselves waiting around for
an answer.
“Companies that field predominantly
simple questions favor tiered systems.”
5
The hub-and-spoke model employs a small team of dispatchers (the hub) who field all inbound
calls. After learning why the customer is calling, they pass them on to the appropriate special-
ized support team (the spoke).
In the hub-and-spoke model, most of the agents are specialized. Very few questions are simple
enough to be answered by the dispatchers.
Some teams implement a computerized interactive voice response (IVR) as their hub, helping
cut down on costs. With this approach it’s crucial to use a high-quality IVR. Poorly functioning
automation can quickly decrease customer satisfaction.
“Thirty spokes share the hub of a wheel;
yet it is its center that makes it useful.”
– Lao Tzu –
PROS
More of the system can be automated (in
some cases, the entire hub).
CONS
Handoffs can be tricky, especially with
multi-area inquiries.
When inquiry volume is high or low,
your Tier 2 will either be overloaded or
underutilized.
Requires fewer personnel.
Team members can specialize in specific
areas of expertise.
Requires very thorough training before
agents are up-and-running.
A word on good leadership
Effective management is absolutely essential for efficiency, regardless of support
structure. Establishing on-the-ground awareness of successful strategies and pain
points helps improve the entire company’s processes.
While needs vary between companies, 1 manager per 5-15 employees works as a
good rule of thumb. Whenever possible, managers should be promoted from within
to incentivize performance, maximize team cohesiveness, and boost morale.
“Companies that field mostly complicated,
specific inquiries favor hub-and-spoke structures.”
6
What should your customer
support product stack look like?
Providing your support team with the right tools is as critical as setting up functioning
team structures and workflows. A good support software stack helps retain customers
y keeping them happy.
Your support stack is comprised of your chosen combination of support tools with
individual features tailored to your needs.
When we’ve spoken with customer support leaders across industries like financial services,
e-commerce and retail, travel and hospitality, and B2B/enterprise SaaS, we’ve typically seen
the following product categories feature in their support stacks.
At the core is usually a ticketing platform (or its newer stepsister, the shared inbox). This
allows for asynchronous written responses to support requests and cloud-based contact
center software to route phone calls and run quality assurance on the responses. Larger
B2C companies depend on both ticketing platforms, with the more urgent or persistent
customers utilizing phone support.
Below, we’ll dive into each category and highlight the top two or three vendors in each.
Ticketing/Shared
Inbox Platform
Cloud-Based Contact
Center Platform
Knowledge Base
Live Chat Co
owse Chatbot
7
Ticketing software helps teams manage and respond to written customer support
equests, like emails. As of 2019, emails were still one of the most common forms
of business communication worldwide. Your ticketing software might also generate
support tickets from contact forms on your website, social media, or texts.
A shared inbox can complement (or even replace) ticketing for some smaller teams.
Shared inbox platforms support collaborative actions like multiple logins, form responses,
e-assigning of emails, and commenting. Some also support social channels.
1. Ticketing and
shared inbox
FEATURE HIGHLIGHTS
Full-featured help desk platform
Multi-channel/mobile ticketing
View of all customer conversations
Useful ticket-routing (such as skills-based)
WHO IT’S BEST FOR
Full-featured help desk platform
Intuitive interface
Good ticket management
Newer product, may be less customizable
/scalable
Shared inbox, more of a point solution
Agent assignment functionality
Can be used for multi-channel like SMS,
chat and social
PRODUCT
Zendesk
Freshdesk
Front
Small business, mid-market,
and enterprise
Mostly small business and
mid-market, with some
enterprise
Small business with some
mid-market
8
The call center is a fundamental part of many companies’ support strategies.
Customers still use the phone when they need help, seeing it as a quick way to get
answers. But numbers are dropping. Fo
ester reported in 2013 that 73% of customers
used voice with support, but in 2018, another report showed that 49% of all consumers
(and 66% of millennials) were interacting with automated channels, like live chat.
Many companies still value the ability to address complex or urgent issues
Answered 3 days After Sep 03, 2022

Solution

Deblina answered on Sep 06 2022
78 Votes
Table of Contents
Instructions to Learner    2
Assessment instructions    2
Assessment requirements    4
Candidate Details    6
Assessment – TLII5018 - Manage Customer Service    6
Activities    7
Activity 1A    7
Activity 1B    8
Activity 1C    9
Activity 1A–1C Checklist for assessor    10
Activity 2A    11
Activity 2B    12
Activity 2C    13
Activity 2A–2C Checklist for assessor    14
Activity 3A    15
Activity 3A Checklist for assessor    16
Summative Activity    17
Case Study    17
Activity Case Study Checklist for assessor    19
Competency record to be completed by the assessor    20
Instructions to Learne
Assessment instructions
Overview
Prior to commencing the assessments, your traine
assessor will explain each assessment task and the terms and conditions relating to the submission of your assessment task. Please consult with your traine
assessor if you are unsure of any questions. It is important that you understand and adhere to the terms and conditions, and address fully each assessment task. If any assessment task is not fully addressed, then your assessment task will be returned to you for resubmission. Your traine
assessor will remain available to support you throughout the assessment process.
Written work
Assessment tasks are used to measure your understanding and underpinning skills and knowledge of the overall unit of competency. When undertaking any written assessment tasks, please ensure that you address the following criteria:
· Address each question including any sub-points
· Demonstrate that you have researched the topic thoroughly
· Cover the topic in a logical, structured manner
· Your assessment tasks are well presented, well referenced and word processed
· Your assessment tasks include your full legal name on each and every page.
Active participation
It is a condition of enrolment that you actively participate in your studies. Active participation is completing all the assessment tasks on time.
Plagiarism
Plagiarism is taking and using someone else's thoughts, writings or inventions and representing them as your own. Plagiarism is a serious act and may result in a learner’s exclusion from a course. When you have any doubts about including the work of other authors in your assessment, please consult your traine
assessor. The following list outlines some of the activities for which a learner can be accused of plagiarism:
· Presenting any work by another individual as one's own unintentionally
· Handing in assessments markedly similar to or copied from another learne
· Presenting the work of another individual or group as their own work
· Handing in assessments without the adequate acknowledgement of sources used, including assessments taken totally or in part from the internet.
If it is identified that you have plagiarised within your assessment, then a meeting will be organised to discuss this with you, and further action may be taken accordingly.
Collusion
Collusion is the presentation by a learner of an assignment as their own that is, in fact, the result in whole or in part of unauthorised collaboration with another person or persons. Collusion involves the cooperation of two or more learners in plagiarism or other forms of academic misconduct and, as such, both parties are subject to disciplinary action. Collusion or copying from other learners is not permitted and will result in a “0” grade and NYC.
Assessments must be typed using document software such as (or similar to) MS Office. Handwritten assessments will not be accepted (unless, prior written confirmation is provided by the traine
assessor to confirm).
Competency outcome
There are two outcomes of assessments: S = Satisfactory and NS = Not Satisfactory (requires more training and experience).
Once the learner has satisfactorily completed all the tasks for this module the learner will be awarded “Competent” (C) or “Not yet Competent” (NYC) for the relevant unit of competency.
If you are deemed “Not Yet Competent” you will be provided with feedback from your assessor and will be given another chance to resubmit your assessment task(s). If you are still deemed as “Not Yet Competent” you will be required to re-enrol in the unit of competency.
Additional evidence
If we, at our sole discretion, determine that we require additional or alternative information/evidence in order to determine competency, you must provide us with such information/evidence, subject to privacy and confidentiality issues. We retain this right at any time, including after submission of your assessments.
Confidentiality
We will treat anything, including information about your job, workplace, employer, with strict confidence, in accordance with the law. However, you are responsible for ensuring that you do not provide us with anything regarding any third party including your employer, colleagues and others, that they do not consent to the disclosure of. While we may ask you to provide information or details about aspects of your employer and workplace, you are responsible for obtaining necessary consents and ensuring that privacy rights and confidentiality obligations are not
eached by you in supplying us with such information.
Assessment appeals process
If you feel that you have been unfairly treated during your assessment, and you are not happy with your assessment and/or the outcome as a result of that treatment, you have the right to lodge an appeal. You must first discuss the issue with your traine
assessor. If you would like to proceed further with the request after discussions with your traine
assessor, you need to lodge your appeal to the course coordinator, in writing, outlining the reason(s) for the appeal.
Recognised prior learning
Candidates will be able to have their previous experience or expertise recognised on request.
Special needs
Candidates with special needs should notify their traine
assessor to request any required adjustments as soon as possible. This will enable the traine
assessor to address the identified needs immediately.
Assessment requirements
Assessment can either be:
· Direct observation
· Product-based methods e.g. reports, role plays, work samples
· Portfolios – annotated and validated
· Questioning
· Third party evidence.
If submitting third party evidence, the Third Party Observation/Demonstration document must be completed by the agreed third party.
Third parties can be:
· Supervisors
· Trainers
· Team members
· Clients
· Consumers.
The third party observation must be submitted to your traine
assessor, as directed.
The third party observation is to be used by the assessor to assist them in determining competency.
The assessment activities in this workbook assess aspects of all the elements, performance criteria, skills and knowledge and performance requirements of the unit of competency.
To demonstrate competence in this unit you must undertake all activities in this workbook and have them deemed satisfactory by the assessor. If you do not answer some questions or perform certain tasks, and therefore you are deemed to be Not Yet Competent, your traine
assessor may ask you supplementary questions to determine your competence. Once you have demonstrated the required level of performance, you will be deemed competent in this unit.
Should you still be deemed Not Yet Competent, you will have the opportunity to resubmit your assessments or appeal the result.
As part of the assessment process, all learners must abide by any relevant assessment policies as provided during induction.
If you feel you are not yet ready to be assessed or that this assessment is unfair, please contact your assessor to discuss your options. You have the right to formally appeal any outcome and, if you wish to do so, discuss this with your traine
assessor.
Candidate Details
Assessment – TLII5018 - Manage Customer Service
Please complete the following activities and hand in to your traine
assessor for marking. This forms part of your assessment for TLII5018 - Manage Customer Service
Name:         _____________________________________________________________
Address:    _____________________________________________________________
        _____________________________________________________________
Email:        _____________________________________________________________
Employer:    _____________________________________________________________
Declaration
I declare that no part of this assessment has been copied from another person’s work with the exception of where I have listed or referenced documents or work and that no part of this assessment has been written for me by another person. I also understand the assessment instructions and requirements and consent to being assessed.
Signed:        ____________________________________________________________
Date:        ____________________________________________________________
If activities have been completed as part of a small group or in pairs, details of the learners involved should be provided below:
This activity workbook has been completed by the following persons and we acknowledge that it was a fair team effort where everyone contributed equally to the work completed. We declare that no part of this assessment has been copied from another person’s work with the exception of where we have listed or referenced documents or work and that no part of this assessment has been written for us by another person.
Learner 1:    ____________________________________________________________
Signed:        ____________________________________________________________
Learner 2:    ____________________________________________________________
Signed:        ____________________________________________________________
Learner 3:    ____________________________________________________________
Signed:        ____________________________________________________________
Activities
Activity 1A
    Objective
    To provide you with an opportunity to identify main purpose of Customer Service in accordance with organisational requirements
    
    1. List types of Customer Service and explain them.
The customer service differs from one run to another depending upon the reflection of the types of goods and services that are sold by the particular organisation and the effective mission and focus that be company are instilled about. Customer service is not always constant and it is definitely prospective think that it is not same everywhere. There are five types of customer services that are inherent and relevant with the response to the typical situation that the company is sustaining or functioning.
· Walking service departments are those type of customer services where the customer service as a department house under its respective business or establishments. They are physically accessible and the units are displayed as the customer care boards in big letters where people queue up for the exchange of the defective goods and initial refund or register a complaint. Subsequently this type of customer services naturally slows and their inconvenient for the people who cannot visit the physical store from physically and their food those concerns needs to be address and adequate alteration needs to be made in the type of customer services. If the business is selling online and wants to take good customer care services then just establishing a customer care department in the physical stores won't do.
· Phone and email support is another aspect that caused disruptions by the internet facilities in the way the program is doing the business that can effectively provide customer support and has never been the same ever since. The traditional businesses have overcome their context and the aspects of cost saving potential of offering virtual Customer services to phone calls and email and invested generously on establishing contact centres. This particular trend of the customer service is quickly flat lining because the largest and the relative aspects with which the online businesses are watching towards higher and faster standards of customer service. Buyers’ expectation from the business is a changing as they are wanting faster delivery and just in time services which are highly personalized experience and in such terms the businesses are focusing on a more comprehensive customer service.
· Support via live chat is an instant gratification and customer service is no exception to the pressure of delivery here and no. Buyers want
ands to acknowledge their issues as soon as possible and the businesses have during needed to it because the other consequences are rescuer and the scatting of the characters can send a
and in a while wind of back fear if the company fails to address the customers problem affectively. Live chat is one of the most implicit aspects of the business in the presentation for fleeting customer retention and it has the right makes of all the traditional customer service channels and the recent aspects of virtual reality and machine learning.
· Customer service in the form of cell service content is also a traditional aspect that are reactive to the business requirement. Customers are often wanting to offer self-service that gives an age for the customer service and empowers the customers to find solutions on their own at their own pace. Self-service customer service happens via frequently asked questions and knowledge base articles or video tutorials that provides the customers a knowledge and liberate themselves from their ignorance.
· Customer service via community and forums are effective as these channels are powered by the users themselves. Businesses who invest in this type of customer services a very low over at cost because it Virtually requires no stop to man communities and forums. Business is mast initially be able to create a suitable following and the community around it
and to...
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