Chapter 02
A break with tradition
Examining the strengths and weaknesses of existing tech support approaches
Typically, a tech support service model is structured around a clearly defined, four-stage process:
01
Self-service
A customer realizes there is an issue with a product or service and tries to solve the problem by using instruction manuals, guides or online content.
02
Tier 1 support
Unable to self-serve, the customer initiates live contact. The agent is able to gather enough information and insights from the conversation to resolve the problem.
03
Tier 2 support
If the problem is too complex or requires diagnostic tools to identify and resolve, the issue is escalated to a tier 2 agent who has more training or greater understanding of the product, device or service.
04
Tier 3 support
If the problem is new or previously unknown, the issue is escalated again, this time to a tier 3 agent. Typically, these are experts who were involved in the product or service’s initial development and testing. In the B2B space, a tier 3 escalation can often mean an on-site visit for assessment or repair.
Strengths
This approach prioritizes containment and efficiency. As tier 3 issues are identified, their solutions are integrated into training and materials for tier 2 agents, leading to a gradual reduction in escalations over time. Similarly, solutions to recurring tier 2 issues that can be standardized are identified and cascaded down to tier 1 agents.
Weaknesses
However, if this service operates in isolation from the broader organization, any customer or product insights gained by the tech support team remain confined within that silo. While efficiency may improve, effectiveness is compromised, as valuable data cannot be operationalized or shared with other business functions. This lack of integration prevents the combination of tech support insights with other customer experience (CX) data, which could drive comprehensive improvements not only in the tech support service but also across the overall product ownership experience.
Case study 01
When silos stifle support: How increased visibility increases service and cost efficiency
We provide tier-one technical and customer services support to relieve pressure on the in-house services of an online security company that provides software and services for securing devices, data and critical information.
Case study 02
When data-driven tech support ensures a client can fulfill global expansion ambitions
A giant in the consumer electronics industry faced challenges in delivering optimal customer service and technical support as its business maintained its global expansion, and its product lines continued to grow and diversify.
Ebook
Tech support transformed: How integrating insights enhances CX and boosts business
