Resolving customer issues quickly and during the first interaction takes effort. It involves creating the right culture, integrating new technologies and improving processes. Market leaders are dedicating huge sums of money to enhance their customer support or acquiring companies with proven support technology to reach these goals.
IBM's report,“The Customer-activated Enterprise,” surveyed more than 4,000 executives and came away with three common themes: companies want to be more open to customer influence, pioneer digital-physical innovation and craft engaging customer experiences. All three themes can be seen across the tech support industry. Customers want their tech issues resolved quickly, and in the communication style and channel they choose.
The research also found that 56 percent of CEOs expected to give employees more autonomy -- an increase of 27 percent over the prior year’s study -- and that 82 percent are investing in technology to facilitate the relationship. The days of frontline agents simply logging information for another worker to pick up appear to be on their way out. This change not only increases employee satisfaction but it also greatly reduces support costs by eliminating multiple customer touches throughout the organization.
Why the Gap?
The combination of these trends put a lot of pressure on help desks to operate at a higher level of service. And this pressure isn’t likely to go away. Coupled with a continued increase in IT ticket volume, it is driving the need to invest in technology and process improvements that increase capacity while reducing the cost per interaction.
An HDI study revealed an interesting finding -- the difference between how long it takes for a ticket to be resolved and the “tech effort,” or how long a tech actually spends on resolving the customer’s issue. HDI found that the mean time to resolve an issue is 4-8 hours, but “tech effort” averages only 30 minutes. This means that at most organizations, resolution of a customer’s issue takes substantially longer than the length of time an agent actually works on the issue.
Why is this the case? Tech effort is a metric most organizations don’t measure, so it can be difficult to decipher. However, it’s important to understand because the time reps invest in resolving tickets is a key component to capacity planning as well as being able to notice gaps that are unnecessarily extending the time it takes to resolve customer issues.
For some issues a gap is understandable. The team needs to wait on the customer, another department or for a part to arrive. In a lot of support organizations, resolution is delayed by an issue sitting in an escalated queue or through multiple customer touch points. Most service organizations tend to only look at how long a ticket takes to resolve, which is a great metric to understand the customer experience, but it does not give a good indication of how long the team actually spent on resolving the issue.
Some easy ways to get a better grasp on tech effort -- if not available through current technology -- is through the simple use of a stopwatch to monitor agents working on issues to resolution, updating the quality evaluation form to include issue type and overall handle time, or asking the agent how long they spent resolving the issue within a case management ticket field.