Many SMBs start simply with static (possibly searchable) FAQ pages on their Web site and then move on to a more robust customer self-help solution. Where does all of this self-help content come from? Typically from your internal customer service agents who, when answering email or phone questions using a full-blown customer service system, post the answers to the Web-based customer self-service database.
If I were in your shoes, the first thing I would do is to assess the strengths and weaknesses of your current customer service people, processes and technology.
Secondly, I would supplement this internally-oriented evaluation by talking to as many customers as you can. Go beyond asking them how well you're currently doing by exploring their expectations of your customer service operations and what you might be able to do to exceed their expectations. Customer service should be all about exceeding customer expectations!
Finally, once you have a handle on the processes you'd like to improve and the kinds of things that your customers would find most valuable in terms of maximizing the value they are getting from your products and or services, you should find it much easier to look for self-service technology that will enable you to achieve your specific objectives.
Dig Deeper on Sales strategy and sales force effectiveness
Related Q&A from Jim Berkowitz
Read Jim Berkowitz's advice for SMBs debating open source CRM software in this expert tip. Continue Reading
Jim Berkowitz, SearchCRM.com's midmarket expert, discusses pros and cons of Microsoft CRM for an SMB in this expert tip. Continue Reading
Want to increase customer loyalty? Start by answering these 6 questions... Continue Reading
Have a question for an expert?
Please add a title for your question
Get answers from a TechTarget expert on whatever's puzzling you.