Customer Service: Customization Is Key

Dec 21, 2015 7:09:24 PM / by Sarah Spangler

In a recent press release, Issuetrak  highlighted the importance of flexibility, ease of use and customization in customer service software,  as organizations struggle to match their customers' ideas of what service quality and problem solving really mean. Offering service that gives the customer what they actually need is still one of the major challenges facing industries worldwide.

Most customer satisfaction metrics are all about phone courtesy. Despite better results in this area, most phone support is still quite disappointing. This is because the reps on the other end of the line often display a low 'business IQ' because they don't have the information they need to solve problems. This dynamic can't change unless companies can get access to better, more responsive workflow tracking tools.

Our surveys(1) confirm that the primary reason for most companies to pick one issue tracking application (2) over another is ease of customization. But many companies are stuck with rigid software packages that can't be tweaked without a lot of effort.

Time to Response
Industry research(3) shows that 39% of customers expect a reply to their requests within four hours, yet the average response time remains 7 - 10 days. The chief reason for this is that most customer service software is either too inflexible or too complex to allow for easy and ongoing customization.

Customer loyalty can drive millions of dollars in annual revenue, but the customer service process must be both personal and pain-free to retain and grow the user base.

People want timely answers to their questions.  However, most call centers fall short in answering even simple queries if they are not absolutely mainstream.  For example, a rep won't be able to answer an easy question like address changes unless that information is shared with them in a timely way . Customer-centric issue tracking technology can break through this barrier. For example, using our own application, Issuetrak has achieved an average response time to queries of 39.4 minutes in the past 365 days and our average response time to customers seeking the 'human' option ranges from 13 to 44 seconds.

What's more, we're all about customization. 100% of all users of Issuetrak's cloud-based application customize their software, and many go on to use use Issuetrak as a platform for deep levels of innovation.

From the outset we have made it easy to customize our software, because no two businesses are the same. You can't help anyone by taking a rigid platform and force-feeding it into customer-facing roles -- the very area where personalization and speed are the keys to success.

Issuetrak data also indicates that co-creation of applications, as a joint effort between vendor and user organizations, is one of the most important emerging trends in customer-centric situation tracking. Companies increasingly require flexible software applications that can be precisely adapted to their needs, without the delays inherent in building a solution from scratch.

There is far more demand for joint development by vendor and client to create new instances of an application for situation-specific potential. We are seeing this across all areas of industry, from healthcare benefits companies to coal-face transport to M2M logistics management and it is driving a wave of change across the situational analysis and issue tracking industries.

(1) Issuetrak survey Q3 2015
(2) Issuetrak user statistics Q3 2015
(3) Institute of Customer Service research, March 2015

Topics: Issue Tracking, Customer Support

Sarah Spangler

Written by Sarah Spangler