I’m preparing for next week’s webcast, Driving Self-Service Success with Rich Media, based on a recent report I published highlighting a case study from SSPA member and partner, Adobe. Something that struck me while looking at the benchmark data regarding self-service success and customer incidents is the type of issues customer call/email/chat about.
We tend to think of tech support receiving a lot of break fix, hard down type of problems. But look at this data from the SSPA Benchmark on new support incidents by type of customer issue, which I have broken down by industry segment:
New cases by type of support incident
The largest percentage of issues, across industry segments, is not installation problems or product bugs and defects. Rather, a third or more of support incidents are procedural questions, or questions that usually begin with “How do I?” Not only are procedural questions the easiest to solve via self-service, but as we hope to show in next week’s webcast, they are also the easiest types of questions to successfully supplement knowledgebase (KB) articles with rich media, such as a video demonstrating the procedure.
There are lots of reasons for this large chunk of procedural questions: (more…)
Ragsdale’s Eye on Service 