November 23, 2020
Use AI to navigate the river of customer needs with poise and precision
“We just need a few more agents.”
“We could train a bot to take issues, but that will take forever, and do they even work?”
“We need more articles so customers can self-service better.”
Sometimes in thinking about making customer support successful, we forget that customer support is the lifeblood of an organization. We try to put a band-aid on issues by increasing headcount, creating more knowledge resources, or installing a bot with a ton of rules.
We cross our fingers that these solutions will somehow resolve the issue.
When I think of a customer support org, especially a busy one (which is most of them!), I think of the river of customer questions, issues, needs, and problems flowing in. These customer needs are part of the business.
But customers having issues isn’t the root problem. In actuality, when an org gets no tickets or issues coming in, it’s a sign that no one is using the product enough to break it, to test the limits.
When people interact with a product, and when they start using a product, it’s good!
But inevitably, customers will have needs, questions, lack of clarity, concerns, and goals. So, how can you make customers feel more invested as they experience your product or tools?
First, reframe the problem: the problem is not the river of customer needs, but, instead, how we navigate that river.
If you try to dam up a river, what happens? The river just stops. And with customer support, it’s no different. When you stop that flow of experience with things like bad bots, you end up not only creating inefficiency, but you also create a bad experience.
You can tick off your customers with bad automation and send them rushing away from your business by deflecting them poorly or mishandling their issue. No one wants that. And it misses the point of good customer support.
Now, how do you navigate this river of customer needs without drowning?
- Automate intentionally. We want to see an overall reduction of issues that agents have to handle. We want to automate mundane tasks like routing and copying and pasting templates. We want to bring all your institutional knowledge into one place.
But we also want to make sure customers get what they need and that automation doesn’t ruin their experience, which is why Agatha, Forethought’s AI platform, only provides answers of any kind when she is truly confident she is right.
- Analyze what’s happening. We want to help your org understand which macros, templates, labeling systems, or past knowledge are working well, which ones aren’t working at all, and how successfully your customers and agents are getting what they need.
- Zoom out and consider the process. As Rose, our Head of Customer Experience, said, “We spend most of our time digging into the problem itself with companies. We're not being reactionary and creating a band-aid. What we're focused on the process that will lead our customers to a better outcome.”
Our implementation team works relentlessly to understand our customers’ needs as they begin using our products.
By generating machine learning models built on your business needs and history, the Forethought team and our customers can identify significant business opportunities and quickly move towards success.
Gain control over the river of needs
Forethought’s AI allows you to find strategic ways to manage the river of tickets. Agatha will ensure that you’re deflecting effectively, automating routing correctly, detecting need quickly, and using the power of machine learning to surface the very best data for your customers and agents.
Maybe you have a seasonal influx of tickets around the corner, or you are thinking about 2021 and beyond -- and you want to prepare your team for what’s coming. We want to help you prepare intentionally and we want to empower you and your team to get the most out of AI possible.