Originally published in MarTech Advisor on June 14, 2016
Barry Coleman, CTO at Agent.ai suggests marketers to blend real-time user support along-with email forms for a better customer relationship management
When it comes to user support, many apps have an easy go-to: The Email Form. A user in need of support is sent to either a blank email addressed to your support team, or a short form asking for information about their query. There are a few reasons why this is not the best, nor easiest, method of support.
Users will not take the time to fill out the email.
By using an email form, you’re asking your users to do a lot of work on the front end – especially if you’re just providing them with a blank email. Users will be left wondering how much information and detail to provide. This will only increase their frustration levels as a small problem with an easy solution could take hours, if not days, to remedy. By using a software platform like UserCare, your users’ interactions and purchase history are easily accessible for your support team, requiring users to provide less information up front. This saves everyone time and frustration!
Your support team has no information on your user.
If you’re using an email form for customer support, the only information your support team will have on your user is what they include in their email. Since most users assume they do not need to share specifics like purchase information, user name or history with your app, the only information your team has on hand might be their email address! Without having vital information about the user, your support team will have a challenging time solving their query, or even understanding their question in the first place.
There’s a lot of back and forth.
In order to gain all of the necessary information, your support team may have to email with the user back-and-forth, even for something as simple as name and account details. This exchange has the potential to feel extremely impersonal to your users and can be a waste of time. Users are unlikely to be frequently monitoring their email, so something that could have been easily addressed through an FAQ could take days to resolve due to the need to gather what could be readily available information.
Users want to help themselves.
As we’ve shared in the past, users want to help themselves. The typical first approach a user will take towards solving their problem is an online search. If you’re providing them with FAQs (bonus points if they’re within your app!), solving their own easy problems will be a breeze. This eliminates the extra work your support team has to spend in the general inbox, fielding questions that have a very easy canned response. By allowing your user to help themselves, you’re helping them get back to using your app!
In today’s competitive mobile landscape, it is important to provide the best possible customer experience and support. Clearly, the email form is falling flat as a customer service offering. Alternate solutions leapfrog the use of a support email address and email form to deliver real-time, in-app support. Tools like UserCare do this through a simple SDK integration – providing the customer support team with access to each user’s complete customer profile. It’s this type of immediate, insightful support that sets companies apart, enabling them to deliver unparalleled customer service, and leave the ineffectiveness of email support in the dust.