The Role of Customer Support in Building Trust in Business Relationships
The quality of B2B customer support is often the difference between a successful business day and one that ends in losses or missed opportunities. In the long run, customer support is a factor that affects the business results of all parties included.
Keeping in mind the complexity of software solutions in the gaming and betting industry, it is imperative for the provider to provide competent and timely customer support service to the customers.
The role of a Support team in building a reliable and trusting relationship
We can definitely say that the support team plays an important role in the whole B2B relationship due to their competence, friendliness, reliability, delivery, understanding and promptness. One could even say that it has an essential role in maintaining trusting relationships between companies.
Typically, B2B customer service involves different teams from two or more companies, which means multiple people are involved in troubleshooting. It is rarely a one-to-one communication. Knowing this and considering the importance of time, it is obvious how important good relationships and communication between team members are.
More visible, B2B relationships last a long time. Our work is not even done remotely once the software is installed or the game is released.
NSoft Support Team within the Business Stream
NSoft Support is a Business side team providing free 24/7 support to customers.
Team members can be seen as ambassadors for customers when discussing their needs and issues in front of management and development teams. They strive to communicate what is the most balanced interest for our customers and our company in order to satisfy every part of the company.
The environment is very dynamic, with different issues that we fight with creativity and adaptability. The goal is to satisfy the customer, so we look for all possible solutions and alternatives to achieve this goal. Customers have learned that we are omnipresent for all their problems and requests at all times.
The key indicators of customer support success
We’re always keen to improve our key metrics, so we’ve launched simple quarterly KPIs. The objectives were:
Raising the bar for the percentage of tickets solved at the customer support level has reached 96%.
Increase customer satisfaction, which is currently over 98%;
Improved average response time for all communication channels – we achieved the following targets: Email/Web: 3 minutes; Cat: 13 seconds; Telephone: 4 seconds (including PBX call rerouting).
Understanding and dealing with bad grades
It is crucial for the support team to understand and properly deal with bad ratings, however rare they may be.
Most dissatisfaction stems from the complexity of problems, which realistically cannot be solved with good quality in a short period of time. Repetitive problems are particularly tricky. If not handled appropriately, they can cause considerable customer frustration.
We have communicated workarounds and procedures internally with developers and externally with customers to mitigate these issues. This procedure is executed as soon as the customer reports a complex or repetitive problem. As a result, the action significantly reduces customer dissatisfaction, even if the issue itself is not permanently resolved at this point.
Keeping bad ratings at bay is key to maintaining top-notch support.
The tools we use in customer service
The NSoft support team uses the usual customer relationship toolkit. Yet even the right tools should be used to their full potential.
Since we use Zendesk Support, Chat, Guide, and Explore as our primary tools of choice for handling support tickets, we invited Zendesk specialists to review and improve our instance of Zendesk.
We have had very positive feedback from their representatives, especially on the overuse of all features. They estimate that this consequently leads to a satisfaction rate of more than 98%.
We standardized our responses and behavior with over 200 triggers, 100 macros, and ten automations using Zendesk Support and Chat. Over ten dashboards were created with over 100 queries using Zendesk Explore, which helped analyze customer needs.
We have developed and centralized betting/IT industry specific tools to mitigate the imperfections of daily operations. One such tool is Support Dashboard which was developed in-house for mobility, flexibility and efficiency.
With the new tool, team members can perform daily operations in seconds. Various NSoft development teams have been involved in providing appropriate tools for different support actions such as bet slip cancellations, payment confirmations, ticket resolutions, ticket checks, checks on the delivery of the mail, server health checks, service restarts, server administration, etc.
Knowledge Sharing and Accountability
To achieve our goals, our support team had to adapt and share knowledge among all support members. The decision was made to erase the boundaries between L1 support and L2 support so that each support operator is trained to their full potential, performing simple and complex tasks. Such a setup was the right decision since we developed remarkable resilience to service quality drops and delivered fast and exceptional service 24/7.