Fix the support issues your customers are complaining about

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In this week's blog post, we are looking at fixing issues customers are complaining about in time for this holiday season. If you haven’t already, check out our last post that delved into the importance of refining your checkout process so customers enjoy a positive experience on your website.

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Some Key Customer Support Statistics

• 56% of people have stopped doing business with a particular company due to poor customer service experience.
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• 79% of consumers worldwide who shared their complaints about poor customer experience online had felt like they were ignored
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• 96% of unhappy customers won’t ever complain to you directly about their issues. This means that for every customer that does complain, you have 24 more that have simply left feeling unhappy about their experience with you.

It’s impossible to have a perfect website. However, it’s imperative that you are able to fix customer complaint issues effectively, and efficiently.
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What contributes to these problems

• Not every customer will complain about an issue, some will simply stop dealing with you
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• Even after customers complain, it can still be hard to find and recreate their problems
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• When you find an issue, you will likely not have clear data on how big the problem is, and which issues are most urgent to fix
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• Your IT team likely won't fix an issue unless all 3 of the above items are clear to them
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• There is also the problem of fake reviews - where a whole industry has been built. For more info on this see this article by Tribalism

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How fast you can fix issues will directly be influenced by
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• ‍The data available to search for issues
  
  ‍Less data means less items you can search for, and less issues are found
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• ‍The information you can recreate about each issue
  
  ‍Your ability to recreate all necessary information to fix the issue
  
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• ‍How seamlessly you can share this information with your team
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  The faster you can get all of the relevant information to the right people, the faster they can fix the problem

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What you will need

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• To have as much searchable data as possible, to help you search for and recreate customer support issues faster
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• To have the ability to quantify each customer issue quickly, so that you can prioritise which issue needs to be fixed first
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• To ensure your IT team is quickly enabled with the information above, so that there is minimal time between when customers complain, and when you are fixing their issues
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• A tool that helps you find both the issues that customers complain about, and also helps you identify issues that customers aren't sharing with you
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How you can use Insightech to fix Customer Issues Faster

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1. Gather your customer complaints, and identify the key problems

Luckily, Insightech tracks everything from your website out of the box, including what your customers have seen, and experienced. All you need to do is gather your complaints together and start searching for them.

You will also want to build a seamless workflow where your customer support team knows how to search for issues, and how to share them with your IT team.

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Here is an example of an error message that your customers might see. In the next step, we will talk about searching for this precise message.

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2. Search for and quantify each customer issue

Make sure you have enough data tracked to search for customer issues, exactly how customers share them. In the example above, you can copy and paste the text that the customer has seen into Insightech, to run a search.
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This returns a full list of every time this error message has occurred, and allows you to quantify the issue, and click into each example to explore further.

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Note: If you see an error message within Insightech that you haven't seen before, running a search is as simple as clicking on the error message, and running a search.
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3. Dive into the issue, and recreate the key elements causing the problem

Once you know how often each issue has occurred, you will want to recreate 3 things to help you solve the problem:

1. What users saw at the time of the issue
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2. What events (including datalayer events) lead to the issue occurring
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3. The webpage code at the moment the issue happened

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Insightech provides each of these out-of-the-box in an easy to understand format. Simply click an example from your search list (in step 2), and all of this information will be available visually for you.
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4. Save the issue, and share it with your IT team

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Rather than taking screenshots (and hoping your IT team can miraculously recreate the problem), you will want a quick and easy way to share all of the information above (in step 3). If you can do this via a URL/link, you will also save a lot of time and effort.

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Here is an example of a note that you can save

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Saved notes, become bookmarks of the precise moment that you saved them. This allows you to share a link via email, or in a task management system (Jira, Asana, Slack). Your IT team can then click the link to recreate all of the details needed.

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Here is an example of a note that you might save as a bookmark, and share with your IT team:

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Every issue that you aren't fixing on your website, often has a much larger impact than you know of, and the longer you leave these issues, they can have a compounding effect on your digital experiences, and on your website sales and conversions.

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This is why, if your customers are complaining, you should be paying very clear attention to them. Make sure you have the right tools to respond and be attentive to your customers needs, and to fix any issues they have as fast as possible.

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And don't forget that your ability to fix issues comes down to:

• The data you have available to search for issues
• Your ability to recreate all necessary information to fix the issue
• How easily you can share that information across your team

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With the upcoming holiday season expected to be the largest, fixing the issues faced by your customers is more important than ever, so that you can minimise the impact to other customers, especially on your biggest events.

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In our next blog post, we will explore how you can measure the impact of product merchandising, and product page design on conversions.

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Find out more about using Insightech to solve customer issues

If you are trying to quickly find and fix customer issues ahead of an upcoming event, launch, or holiday period, and you are interested in finding out more about how you can use Insightech to solve these issues faster, simply reach out to our team and we can help you out.