1. General operational insights
Because your support center is a source of internal customer intelligence and insights, it provides some of your most reliable datapoints as you evaluate your customers' experiences. Your agents can shine a light on broken processes, as well as temporary solutions and future process optimizations.
Another insight comes from analyzing the problems encountered, not reported. Some businesses box themselves in by only looking to ticket types and quantities. Consider this: despite the fact that less than one-third of companies offer self-service, 69% of customers will try to troubleshoot issues themselves. If they're successful, and the customer doesn't submit a ticket or report an issue, how will you know about this potential source of frustration – or even the scope of people affected by it?
This is where your digital support center comes into play. In fact, your digital support center may be your best customer insight tool. You can look to analytics and insights from your help site search bar to uncover common issues. You can also cross-reference the amount of search queries with the amount of tickets reported to determine whether your documentation is helpful for your audience.
By tracking interactions like these, you gain important customer experience insights on what's happening before a support ticket is even submitted.
2. Learn what customers want
Customer expectations are evolving rapidly. It's not enough to just resolve the issue anymore. Today's customer service expectations include personalization, proactivity, and self-serve options, among other things. Thankfully, AI-powered site search enables businesses to keep up.
A Yext study found that 59% of customers would rather find support information on their own than contact your support center. Additionally, 89% are at least "somewhat likely" to go straight to a company's help site when they have an issue, as long as the search function is operational and returns their answer the first time they try it.
Businesses that prioritize support channels actually preferred by the customer are more likely to see higher customer satisfaction scores. And when that channel is a digital support center with a great search experience, businesses benefit from a new source of internal customer intelligence. That intelligence is a customer insight tool into better support solutions, increasing customer satisfaction.
And customer satisfaction during a recession is a high-value currency. It increases the likelihood of repeat business, renewals, and brand loyalty – which is at a low among the general consumer base. In times like these, retention, loyalty, and advocacy go far.
3. How to provide what agents need
Sometimes, you catch a break: when it comes to digital support centers that allow self-service, what customers want aligns with what your agents need.
Support agents aren't used to breaks. It's not difficult to work out: there are 25% less support centers following the pandemic, and 41% higher call volumes. Surely, this contributed to at least a handful of the 70% of customer service and support agents who considered quitting last year. Not equipped to do more work with less resources, support agents joined in on the Great Resignation in droves.
Your digital support center offers a reprieve for your agents. By allowing customers to self-serve, you can deflect tickets away from your overwhelmed agents.
But, even more importantly, those self-service options shed insight into where the customer experience fractures. This isn't always an issue with your customer service team, either. It could be a certain feature or integration that consistently causes confusion. Customer intelligence like this allows businesses to rectify those specific experiences. Example solutions include:
Adding tooltips in-platform
Amending user onboarding
Identifying areas where additional support would be useful, like integration troubleshooting
These insights can even be used to inform your product roadmap as you uncover features that are more well-received or used differently than you projected, or even collect new feature suggestions.