Tackling Tech Support

My chosen field of study is Network Administration. The problem I want to address in this field is the vast difference between customer knowledge and trained expert support. When we work with technology on a continuing basis, we forget that this is not a simple or pleasant issue for many consumers.

We must remember that we have several different types of customers. The different types of customers can be divided into three groups, respectively: Customers who HAVE the service, customers who USE the service and customers who KNOW the service. Each group must be dealt with separately, and there can even be overlaps between the groups, depending on the services being discussed. Discerning the group our customer belongs to can help us assist with their issues without alienating, frustrating, and patronizing them (Various Authors, Tech Tales, retrieved October 2009 from techtales.com).

Technically aware workers who assist customer with their computers, televisions, and other such items often need to be reminded that jargon is not understood by the average consumer. When we approach a customer's issue, we should do so as if speaking to someone who is completely oblivious to the technology. Probing can define and clarify the customer's level of understanding. Once we know how much our customer knows, we can then choose the proper method of assitance.

Some customers require detailed step by step instruction. Others need only be told what the problem is. Still others don't care either way, they just want it fixed. We cannot address every issue as just like the last, and tech support workers can become lost in the blur of Same Problem Different Day. The problem may be the same but the customer is not. Each customer must be handled as an individual with a unique issue, even if the issue is not unique to us.

PC technicians, troubleshooters, technical support and other such citizens who have achieved a certain level of comfort with our ever changing technology should take a step back and try to look at the many aspects of technology that they easily grasp and pretend to know nothing about any of it. Those in the field know how quickly hardware, software, updates, platforms and peripherals can become obsolete. We know where to go to keep up with the changes and we understand the leaps from one version of XYZ software to the XYZ 2.0.1.3. We are the ones consumers turn to when their systems give them on obscure or never before seen error. We must couch our techno-geek speak in terms the average customer can understand. By removing ourselves from the years of study, tweaking and learning we have behind us for just an instant, we can place ourselves in our customer's shoes. Forging that rapport -no matter how temporary- is essential to easing an aggravated caller into a satisfied and relieved customer.

We can forget, once again, that this is not fun for a frustrated customer. We know the difference between PnP, PS2, USB and WI-FI. We cannot assume, presume or guess what our customers know. We must learn to ask the questions using terms and phrases that make sense to the customer, so we can get to the heart of the problem and correct it as quickly as possible.

Addressing the gap between what customers have and what they know about what they have begins with the sales (Coscia). Of course, salespeople do not have time to go over all the goodies that HDTV, PC or MP3 player has to offer. So then, the consumer is left with the manual, or customer service or tech support. The manual cannot assess the consumer's level of understanding. Many customer service representatives are not versed enough in the technical side of their business to be of assistance. Tech support can and does exacerbate the problem because we fail to probe first for how much our customer knows about the product or service they have called for assistance with. We instead jump to probing about the reason for the call, that being, what is wrong with *insert gadget here*.

Throwing in a few quick questions here and there to help discern the customer's level of understanding could smooth the way to resolution. Asking if the customer knows their operating system or TV manufacturer can help. Also, and most important, we should ask the customer what they have done to correct the problem.
Many customers explore basic troubleshooting before calling tech support. Some consumers go a few steps further and explore intermediate troubleshooting steps as well. Finding out what has been done already -and how- can prevent tech support from irritating a technologically aware customer with redundancy. It also shows the customer that we as reps respect their experience and knowledge of their gadgets.

This also helps build rapport and gains a measure of respect from the customer. Once again, though temporary and small in measure, the results of this tenuous connection cannot begin to be taken for granted. Anything we can do to ease the path is worth doing, for the customer, and for ourselves.

Pointing out the divide between what tech workers know compared to what their customer know should create a better interaction between tech support and consumers who just want to know how to work that new gadget. Showing them the respect they deserve for educating themselves and even making the attempt to correct their problems can and does carry a great deal of weight with a customer's perception.

In customer service, perception is reality. We cannot fight what the customer perceives if we do nothing to adjust that perception in favor of resolving their issues. Customers who despise tech support will not call, or will prove difficult to handle when forced to call. Pleasantries are not unwelcome, and mutual regard is more than required in all situations.
We may have heard it before. We have probably done it before. The customer may not have our experience. We owe it to them and ourselves to treat them as though it is our first time, but not necessarily theirs and meet them halfway on the road to successfully repairing the gadget in question.