Brands are increasingly focusing to become more customer-centric and elevate customer experience to improve customer satisfaction, loyalty, and lifetime value.  Consumer Durable goods companies that provide high value and complex products face unique challenges.

Here are 10 Best practices to deliver customer support excellence in the consumer durable goods industry.

1. Ease of access to relevant knowledge

Easy access to an integrated knowledge base with support will help reduce the cost of support delivery and helps the customers find faster and relevant answers. Centralized access to all sources of knowledge which includes service manuals, technical solutions, troubleshooting, operator manuals, service bulletins, training videos, and documents will help customers and even contact center agents find answers to their questions in no time. You should aid simple google search and smart match of related help topics based on input on support requests to drive better use of the knowledge resources. In case you allow agents to escalate a support incident to add a new technical solution to the knowledge library, it will make it an invaluable asset over time.

2. Go Omnichannel and Digital

Calling to wait in line and having to navigate the maze of multiple IVR options is outdated. Digital channels lower the overall costs for companies and are in fact preferred by most customers because of ease of access, time savings, and convenience. Brands are now expected to provide consistent support and service experience across many channels including web, mobile, email, and chat.

3. Should have a 360-degree view of the product and the customer

Brands should enable a combined view of all transactions related to the product and customer including registrations, product configuration, service plan entitlements, warranty, support requests, inspections, warranty claims, service orders, and service campaigns. This will allow agents to understand customer needs better and provide a more apt solution to address those needs. You may also facilitate the complete view by aggregating information captured from all customer service and support processes that touch the customer.

4. Consolidated support systems

Brands should have consolidated support systems across regions, functional areas, and support channels. If they having a unified system for technical support, parts, service, warranty, and sales, it will help reduce the cost of support systems and provide a full picture of all customer support needs. A consolidated support software in Cloud is a good alternative that will result in rapid deployment and lower upfront investment. A Single support platform, a portal, and a mobile app for end customers, field service technicians, and channel partners will leverage enterprise-wide resources worldwide to provide a consistent and seamless customer service experience.

5. Integrated Support Fulfillment

Fulfilling a support request for consumer durable goods often requires a follow-up action in the field, or a different department, or an independent dealer or service network. Brands need to integrate support with parts, warranty, orders, field service dispatch, and scheduling to deliver a unified customer experience. The integrated support and service will remove duplicate data entry and boost visibility to activities in the field. Today’s customers expect seamless and unified integration and workflow across silos instead of being handed off to different groups or departments. It is critical for brands to deliver a connected customer experience across these internal silos and disconnected systems to win customers for a lifetime.

6. Use of mobile and IoT to help to troubleshoot

Various product support issues can be identified and resolved faster by capturing pictures or video from universally available cameras on mobile devices. Brands should leverage IoT for remote diagnosis and collecting information directly from the connected products. They should try to minimize product downtime by leveraging the accurate and timely information collected from the field. Apart from fast diagnosis, the information will help dispatch the right technician and deliver the needed parts to repair the product.

7. Study customer support data to improve product quality and operational performance

Brands should use insights gained from support data, to better their products and services by helping to fix the problems at the source. Repeat issues can be prevented by using support data to identify emerging quality problems early and taking necessary actions. Brands can activate rapid response teams to address problems when new products are introduced to the market. Study on customer complaints and their feedback also helps to identify and fix operational performance issues within the company or channel partners.

8. Use Voice of the Customer to Boost Customer Experience

Brands should establish VoC process to gather customer feedback on resolutions and performance of their customer support agents. Such VoC to be integrated with Customer Experience metrics to improve overall customer satisfaction. Systematic and timely analysis of the existing customer service and support processes and focus on continuous improvement will lead to product and customer support excellence.

9. Convert Contact Center to Customer Engagement Centers

Call centers are increasingly getting transformed into contact centers and now it is time for contact centers to evolve to become centers of customer engagement. Brands can leverage push notifications and SMS in addition to emails, to provide proactive alerts, notifications, and timely information. This will keep your customers engaged and improve their perceptions of responsiveness. Additional revenue generation options can be generated by keeping customer contact information accurate, registering their products, and offering related services or accessories. When customers are continuously engaged with Brands, it results in customer loyalty, referrals, and advocacy. As customers rely more and more on product ratings and word-of-mouth on social networks, good product support will reduce the cost of customer acquisition and retention.

10. Enable Self-Service for customers

Brands should enable customers to find answers to support inquiries fast and at any time by providing easy and intuitive self-service options on various channels.  This will also reduce your call volume as most customers today prefer self-service. Since the mobile device has now become the primary and foremost channel of communication, having a mobile application or a mobile-friendly responsive website will help your customers access the information they need on any device of their choice readily available.

DialDesk has been able to create customizable and CX focussed customer support solutions for many clients in Consumer Durables Industry. In case you wish to know more, contact our sales team @ 9643303884

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