The landscape of customer support, customer care and customer service has changed nearly overnight. Customers now expect a nearly real-time response to any concern they express via social media or on a user forums. And customer support now often depends on crowdsourced answers as much as it does on professional full-time company support.
One of the experts I’ve enjoyed discussing this with recently is Rani Mani, who is the director for customer success, social media strategy and engagement at Adobe, the graphics software company. As you can imagine, presiding over Adobe’s efforts to support their passionate user base brings issues to the fore quickly and with a lot of force. Here are four guiding principles I’ve gleaned from discussions with Ms. Mani. (Before you ask—and believe me, I did—Ms. Mani’s department was not involved in handling and fixing the Flash security flap earlier this summer, which, Ms. Mani explains to me, were addressed by corporate support rather than customer support.)
1) Curate before you create. ”At Adobe,” says Ms. Mani, “our best practice is to assume that when a ‘new’ customer question is voiced, it has likely been asked before.” Which is why Adobe invests a lot of “curation time” making sure that, rather than endlessly re-creating the wheel or some semblance thereof, they succeed in finding the roundest wheel that has been previously created, the answer that is not just correct but most complete and correct, and flag that answer for use when similar queries come up.
see more: http://www.forbes.com/sites/micahsolomon/2015/09/19/customer-support-best-practices-consulting-the-head-of-adobe-customer-service/
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