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Published on: November 10, 2006
How do you create good customer service in your software business?Providing good customer service is a challenge for every software seller. It is a well known fact that satisfied clients are the best promoters for the software business. Keep in mind that customer support is not just about fixing a problem, but forming a relationship with buyers and creating an opportunity for future sales. In the very dynamic computer software industry, the quality and effectiveness of your software products must be accompanied by good customer service in order to be successful.Your customers are not software professionals, so what might be easy for you, could present difficulties for them. Every software program has a certain level of difficulty, so don't patronize your clients and try to treat them as you would like to be treated if you needed help. And remember that "the client is always right" works for the software business, too. Try to be as tactful as possible to keep your buyers happy. Taking good care of your customers is a time consuming job. So specify very clearly on your website, in manuals, packaging, etc. what kind of support you provide. Set realistic expectations and don't make promises you can't keep. Below are presented the most commonly used techniques of customer support in the computer software industry:  It is the most frequent and convenient way of solving customers' problems. The help program should cover every aspect of the software you're selling. You can include a search box which returns relevant results, for keywords customers usually use when they need support. It is the most inexpensive and rapid way of dealing with your clients. Telephone assistance is particularly useful for users who have no real knowledge of computing, and need to speak to someone who can explain to them step by step what is to be done. Have a set timetable for the help line and publicize it in your software product documentation, website, etc. Always treat your clients with respect, be polite and offer easy to follow solutions in a plain language. Pay attention to details:
If you can't offer a solution right away, search for an answer and call your customers back within the time frame you agreed with them. Since almost all software companies have a dedicated e-mail address for offering technical support, clients got accustomed to sending questions using this method. The main advantage of e-mail messages is that you can cut and paste ready made answers and send them to more clients. When it comes to dealing with customers via e-mail, try to resolve all problems with just one reply and avoid encouraging a correspondence. There are also clients who are not satisfied with a standard answer and might require a customized response. E-mail messages are easier to handle than phone support, as you do not have to provide an answer in real time and are therefore able to adjust your workflow and eliminate peaks of activity which might need additional resources. Keep in mind though that customers expect an answer to an email in no longer than 24 hours. Many customers buy software directly from your website, so this is the best means of providing technical support. Place a visible icon right on the home page and give details about other means of customer support you can provide. Encourage customers to search on your website for FAQs –frequently asked questions, and offer them appropriate answers. Concentrate on creating complete help pages for every product you sell. Remember that it takes less time, both for you and your clients, if the answers they are looking for are visible and handy. Although regarded as one of the most efficient methods of offering technical support to clients, forums are not exploited at their full capacity. Consider creating a forum on your website, or participate in other forums relevant to what you sell. When subscribers post messages on a forum, every other subscriber can see and respond to them. Still you should have a support team to read and reply to the more complicated and complex subjects on your software, when required. Access is now universal, so your support team will include professionals but also common users of your software, who can offer pertinent advice to fellow users in search of assistance. Educate your customers to participate in forums and share their experiences about your software. This is a great way of getting genuine feedback from your clients. This is not a very common technique as it is time consuming and expensive. You should consider it only for important and repeat clients – those who bring you high revenues or those who ordered customized versions of your software. * * * * * * * * * * * * * * * * * * * * * While for a new business it is vital to attract new clients, for mature companies it is more efficient in terms of costs to retain existing ones. Getting new clients is definitely more expensive than keeping your existing ones satisfied. Remember that just one sale to a customer is not a satisfactory business strategy. Follow up after every sale, because content customers who see that you care, can become more easily regular ones. Good customer service is all about bringing satisfied customers back on your website and make them buy more. The best strategy for keeping your customers happy is to create an individualized relationship with them. Improve customer satisfaction by encouraging a constant contact between your company and your clients. Be prepared to offer creative solutions, keep your customers well-informed regarding your services and products, and be helpful and polite at all times. Train your staff to follow the same rules and regulations you apply, when dealing with clients. Communication and bonding are important elements in winning your customers' loyalty. |
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