The duration of each support call can be achieved by making it faster for staff to solve the problem or by guiding users quickly to alternative places where their problem can be solved.<\/p>\n

Large organisations may be using support software, such as Kana, to guide staff through problem solving decision trees. Other organisations can develop knowledge bases, to enable staff to find the answers quickly and efficiently.\u00a0These can be populated by internal staff or, again, by technical authors.<\/p>\n

Often, it’s the same support questions that appear time and again. In this situation, Twitter and email can help by guiding users to\u00a0places where their problem can be solved. Again, Technical Authors can help to create this content.<\/p>\n

In this situation, it’s important users don’t feel they are being “fobbed off”. Look for ways to give users something extra, so there’s a sense of reward.<\/p>\n

Alternatively, don’t reduce the number of support calls<\/H3><\/p>\n

Often, a support call interaction can lead even the most irate client turning into someone who will recommend your product to others. Even if you can’t solve their problem, you listened, tried to help them and you cared.<\/p>\n

Forrester Research talks about the Return on Interaction – that a support call can lead to an “upsell opportunity” or a word of mouth recommendation.<\/p>\n