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Revving Up Customer Support
Title: Revving Up
Customer Support
Businesses find new value in sticking to the old basics
Author: by Robert Richardson
Source: Small
Business Computing Magazine
June 1, 2001
Richard Bond is in the instrumentation
business. His fledgling Mill Valley, Calif., Formotion Products Company
makes two products — the Scooter Clock and the Scooter Thermometer.
They're shiny and attractive, and perhaps most importantly (since
they get mounted on motorcycles), they're waterproof.
Bond promotes his instruments on Formotionproducts.com. The instant
messaging tool installed on the site eventually provided him with
a reading of his clients he never expected to have. But at first,
all he meant it to do was to provide real customer service via the
Web. "I'd seen sites that had buttons that let you send them a message,"
he says. "I wanted to try something like that for my site." He didn't,
however, want to add to the overall complexity of the site: "One of
my main focuses in putting the site together was to keep it simple.
I steered away from bells and whistles because there are a lot of
pictures on the site to begin with, so we're already encumbered with
large page sizes."
There would have been no shortage of available bells and whistles
had Bond been looking for them. Options range from message boards
for threaded discussions, voice-over-IP Internet telephony, to three-dimensional
representations of products that customers can view on all sides.
But few small business are going to the trouble or expense of offering
3D views of their online catalogs. Most small businesses opt for instant
messaging, chat rooms, or message boards.
Talk To Me
Instant messaging is a fairly cheap and easy way to provide customers
with a direct line of contact while searching business sites. When
a customer at an instant messaging-enabled site arrives on selected
pages, a bell in the icon tray on the employee's PC blinks and makes
a doorbell sound. If the visitor clicks on the icon to initiate a
chat, the employee hears the sound of a telephone ringing. He then
simply clicks on the bell to bring up a console from which up to three
simultaneous chat sessions can take place. If another customer rep
is also available and signed on to the service, chat requests will
alternate between the two, with new chats going to the rep with the
lighter load.
There is a range of options for instant messaging, from embedding
a few lines of HTML in a Web page, to adding a free AOL instant messenger
link, to fairly inexpensive instant messaging services like HumanClick,
or higher-end customer relationship services like Facetime.
Bond stumbled across HumanClick while investigating how other Web
sites were handling customer service. Bond found that he could easily
incorporate the service into his Web site. "I could place the code
in the margin of my site and have it automatically populate all my
pages," he says.
But Bond has found that he doesn't actually make himself available
for live interaction all that often. "I'm too small to have someone
available all the time," he says. "But more than that, my impression
is that even when I'm available for chatting, people are a little
leery about it. They want to shop without the idea that someone is
watching them."
Back and Forth
SkyStar Aircraft Corporation, located in Caldwell, Idaho, sells experimental
airplane kits to builders and flying enthusiasts around the world.
Customers purchase the Kitfox plane kits, which are 50 percent built,
then complete the rest themselves. They rely heavily on SkyStar's
technical support department and community of customers for tips and
advice throughout the building process.
For several years, the company has played host to an active private
e-mail list, where customers exchange ideas, advice, and questions
with each other and the company. When Joe Brewer joined SkyStar just
over a year and a half ago, his charge was to revamp SkyStar's four-year-old
Web site. The company wanted to facilitate communications among its
customer community and ease the burden of calls and e-mail queries
that inundate the tech support staff. In addition to instant messaging,
Brewer added a chat room capability.
"We had existing builders out there who were looking to communicate
with each other." he says. "They communicated a lot in the private
e-mail list, but it wasn't in real time, and they'd have to wait a
day to get an answer." Brewer initially chose to use a Yahoo club
for the Web site's chat function, but had to look elsewhere because
his customers were upset about having to give Yahoo their personal
information. After researching the options, Brewer chose a chat room
tool by Multicity, which features an instant translation capability.
"Initially I didn't know about the multilingual feature, but it's
become a useful tool," says Brewer. "We have dealers in Korea, for
instance, that speak no English and e-mail communication wasn't really
functional. We'd send an e-mail to them, they'd send it to the translator,
the translator would rewrite it, and we'd have a two-day delay. It's
easier to talk in a chat room."
Regardless of whether questions are coming from overseas or down the
street, Brewer says that introducing the chat room has helped the
27-employee company to ease its tech-support burden. "If a builder
comes on line and wants to deal with a particular issue, we can do
the direct support with them, or if people are put together in the
same room with the same problem, they are often able to help each
other," he says.
Brewer also added a message board function to the site. But unlike
the chat rooms, the message boards have not taken off.
He believes they are victims of the longstanding success of the initial
e-mail news list. "The e-mail news list was there long before we put
the message board up." he says. "There are hundreds of Kitfox owners
on it already. People just aren't going to reply to [the boards] because
of that other list."
Hidden Values
A revelation that both Brewer and Bond share is that instant messaging,
chat, and message boards are great tools for gathering information
about their customers' needs, even if the customers aren't always
using them to get directly in touch with the company.
"HumanClick turned out to be useful because I can now see when someone
comes onto my site, watch what pages they visit, and how long they
stay, all in real time." Bond says. "I can also tell which site referred
them. So if there's a discussion on some other bulletin board that
mentions us, I can go check out what's being said and offer help."
Brewer, meanwhile, is still contemplating ways to coax his reluctant
customers into using the message boards. Meanwhile, he's recording
questions asked in the chat rooms, the e-mail list, and even the scattered
few on the message boards to get a handle on customer needs. "In our
business there are more than 400 manufacturers of kit airplanes."
Brewer says. "You're always trying to be better than the guy next
door. The more help we can give our customers, the better we are,
particularly compared to our competitors."
The following vendors are just a few of the companies vying to pump
up your online customer service:
Infopop
Offers lean-looking, easy-to-use bulletin boards.
206-283-5999
www.infopop.com
Multicity
Chat rooms for your site, with or without ads.
703-790-0063
www.multicity.com
HearMe
If you want to go for a full-blown voice connection with clients,
this company offers a Java applet that hooks your customers up with
you.
650-429-3900
www.hearme.com
These companies offer a range of instant messaging services:
HumanClick
510-839-1088
www.humanclick.com
FaceTime Communications
650-574-1600
www.facetime.com
LivePerson
212-918-2100
www.liveperson.com
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"It's the future of the Internet...."
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