The Role of Issue Management in Customer Service

Customer Service is taxing.  Keeping customers supported, engaged and happy is a complicated multi-layered task with the imperative on communication.  Managing tickets, work orders and requests can mean it is difficult to keep the focus on the customer. This post will outline some of the key trends in business to business (B2B) customer service and show how an issue management tool – such as One Issue – can be utilised to speed communication and improve engagement with your customers.

complex products – simple communication

Whether you are in manufacturing, logistics, aerospace, food processing or even digital – the products you supply are complex and the types of customer service issues you face can also be complex,  This does not mean however your customer support has also to be complex – simplified interactions and speed of communication can be critical to providing satisfactory resolution of issues.

A modern issue management system can connect your customers by:

  • providing automation – routing issues to the correct field or service technicians
  • improved intelligence – providing up to the minute insights
  • big data analysis – connecting directly to your database by API
  • playbook – incorporating your approach to issue segmentation and prioritisation
  • measure what matters – keeping track track of key metrics such as time to close
  • engage and respond -via an interactive, intuitive user interface and automated feedback to on issue status and resolution

mobile first

In the US 63% of adults use smartphone to seek customer service/support. B2B in manufacturing, logistics, aerospace and food processing is also following this trend, where the convenience and flexibility of a dedicated mobile interface provides the opportunity to provide a superior customer interaction.  It has been stated that 66% of service interactions may not need human intervention – providing these interactions in the most efficient and engaging way will help establish your brand differentiation.

A major reduction in follow-up actions from 10% to just 2% can be achieved by providing:

  • self service tools – to aid diagnosis where possible and automatically generate tickets
  • search – let your customer find their correct issue
  • ease of use – focus on the right experience for your customer, lead them through the process
  • immediacy of communication – let your customer know that their issue is live and being resolved
  • live data insights – are all users affected or only one? has anyone had this problem before? how many work requests are open on this issue?
  • KISS – avoid over complex and showy interfaces, focus on efficiency and professional presentation – a work tool not an advert
  • post solution follow up – did we solve your issue? rate our response?

quicker with more engagement

Another key trend in providing modern customer service is the move towards more personal and quicker responding systems. Here an issue management system can be tailored and configured towards the customer use at both corporate, location and individual levels.  Reporting on products, issue types and oversight of previous issues can all be tailored to provide the correct level of interaction and insight without having to interrogate the user at the time of the issue.  Responses can be individualised to both location and asset/product to reflect generic and bespoke support SLA’s where appropriate.  This can be extended into robust self-service options where issues can be routed to on-site support, territory or corporate support specialists.

In summary

A modern issue management solution can contribute by providing your customers with:

  • improved initial requests – an easy and more precise way for customers to raise issues
  • improved communication – automatic status feedback – including resolution priority and timing backed by routing of issues to appropriate staff by issue type and location
  • live data reporting – you and your customer get to see live reports on all issues, by product, issue type, location and time to fix