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Drive Customer Convenience by Enabling Text-Based Customer Support

Your customers love mobile messaging services; leapfrog your competitors by having a strategy to provide first-rate service to them in this explosively popular channel.

  • Text messaging services and applications (such as SMS, iMessage, WhatsApp, and Facebook Messenger) have seen explosive growth over the last decade. They are an entrenched part of consumers’ daily lives. For many demographics, text messaging rather than audio calls is the preferred medium of communication via smartphone.
  • Despite the popularity of text messaging services and applications with consumers, organizations have been slow to adequately incorporate these channels into their customer service strategy.
  • The result is a major disconnect between the channel preferences of consumers and the customer service options being offered by businesses.

Our Advice

Critical Insight

  • IT must work with their counterparts in customer service to build a technology roadmap that incorporates text messaging services and apps as a core channel for customer interaction. Doing so will increase IT’s stature as an innovator in the eyes of the business, while allowing the broader organization to leapfrog competitors that have not yet added text-based support to their repertoire of service channels. Incorporating text messaging as a customer service channel will increase customer satisfaction, improve retention, and reduce cost-to-serve.
  • A prudent strategy for text-based customer service begins with defining the value proposition and creating objectives: is there a strong fit with the organization’s customers and service use cases? Next, organizations must create a technology enablement roadmap for text-based support that incorporates the right tools and applications to deliver it. Finally, the strategy must address best practices for text-based customer service workflows and appropriate resourcing.

Impact and Result

  • Understand the value and use cases for text-based customer support.
  • Create a framework for enabling technologies that will support scalable text-based customer service.
  • Improve underlying business metrics such as customer satisfaction, retention, and time to resolution by having a plan for text-based support.
  • Better align IT with customer service and support needs.

Drive Customer Convenience by Enabling Text-Based Customer Support

Start here – read the Executive Brief

Read our concise Executive Brief to find out why you should be leveraging text-based services for customer support, review Info-Tech’s methodology, and understand the four ways we can support you in completing this project.

1. Create the business case for text-based customer support

Understand the use cases and benefits of using text-based services for customer support, and establish how they align to the organization’s current service strategy.

2. Create a technology enablement framework for text-based customer support

Identify the right applications that will be needed to adequately support a text-based support strategy.


Onsite Workshop: Drive Customer Convenience by Enabling Text-Based Customer Support

Onsite workshops offer an easy way to accelerate your project. If you are unable to do the project yourself, and a Guided Implementation isn't enough, we offer low-cost onsite delivery of our project workshops. We take you through every phase of your project and ensure that you have a roadmap in place to complete your project successfully.

Module 1: Create the Business Case for Text-Based Support

The Purpose

  • Create the business case for text-based support.

Key Benefits Achieved

  • A clear direction on the drivers and value proposition of text-based customer support for your organization.

Activities

Outputs

1.1

Identify customer personas.

  • Identification of IT and business drivers.
1.2

Define business and IT drivers.

  • Project framework and guiding principles for the project.

Module 2: Create a Technology Enablement Framework for Text-Based Support

The Purpose

  • Create a technology enablement framework for text-based support.

Key Benefits Achieved

  • Prioritized requirements for text-based support and a vetted shortlist of the technologies needed to enable it.

Activities

Outputs

2.1

Determine the correct migration strategy based on the current version of Exchange.

  • Exchange migration strategy.
2.2

Plan the user groups for a gradual deployment.

  • User group organization by priority of migration.

Module 3: Create Service Workflows for Text-Based Support

The Purpose

  • Create service workflows for text-based support.

Key Benefits Achieved

  • Customer service workflows and escalation policies, as well as risk mitigation considerations.
  • Present final deliverable to key stakeholders.

Activities

Outputs

3.1

Review the text channel matrix.

  • Extract requirements for text-based customer support.
3.2

Build the inventory of customer service applications that are needed to support text-based service.

Module 4: Finalize Your Text Service Strategy

The Purpose

  • Finalize the text service strategy.

Key Benefits Achieved

  • Resource and risk mitigation plan.

Activities

Outputs

4.1

Build core customer service workflows for text-based support.

  • Business process models assigned to text-based support.
4.2

Identify text-centric risks and create a mitigation plan.

  • Formulation of risk mitigation plan.
4.3

Identify metrics for text-based support.

  • Key metrics for text-based support.

About Info-Tech

Info-Tech Research Group is the world’s fastest-growing information technology research and advisory company, proudly serving over 30,000 IT professionals.

We produce unbiased and highly relevant research to help CIOs and IT leaders make strategic, timely, and well-informed decisions. We partner closely with IT teams to provide everything they need, from actionable tools to analyst guidance, ensuring they deliver measurable results for their organizations.

What Is a Blueprint?

A blueprint is designed to be a roadmap, containing a methodology and the tools and templates you need to solve your IT problems.

Each blueprint can be accompanied by a Guided Implementation that provides you access to our world-class analysts to help you get through the project.

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Try Our Guided Implementations

Get the help you need in this 3-phase advisory process. You'll receive 8 touchpoints with our researchers, all included in your membership.

Guided Implementation #1 - Create the business case for text-based customer support
  • Call #1 - Review value of text-based support.
  • Call #2 - Assess business drivers.
  • Call #3 - Construct and confirm the text-based service channel matrix.

Guided Implementation #2 - Create a technology enablement framework for text-based customer support
  • Call #1 - Collect and finalize technology requirements.
  • Call #2 - Review and select the right enabling technologies.

Guided Implementation #3 - Create customer service workflows for text-based support
  • Call #1 - Create customer service workflows.
  • Call #2 - Establish the right resourcing.
  • Call #3 - Create a risk mitigation plan.

Author(s)

Ben Dickie

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