The Internet Revolutionized Traditional Methods - Research Paper Example

The Internet Revolutionized Traditional Methods Introduction The growth of the internet revolutionized traditional methods of providing customer support. Companies are moving their services online due to a number of reasons. First, their clients are familiar with internet use and are online regularly. This makes online services more accessible and convenient to people who use computers regularly than traditional methods such as calling. Internet support also has advantages for the company in that it is relatively convenient and affordable. This is because online support may take the form of self service, that is, the client sifts through the system according to their specific requirements. It may also be automated, in that an avatar or some other form of artificial intelligence guides the user through the system, giving responses based on their specific need. ​ The exponential growth of social networking sites has also led to companies establishing their presence on sites such as Facebook and Twitter in a bid to reach more people. Internet-savvy people are therefore able to get rapid responses to their problems through companies’ online support. Online blogs and forums are another networking option where companies can engage with their clients. Customers can also interact with other users, learn from them, obtain solutions to their problems and gauge the quality of services offered. The internet is thus changing the way companies relate to their clients and bringing customers together. The quality of online support of two major companies is discussed below: Apple Online Customer Support ​ The Apple online customer support department is easily accessible on its homepage. The placement of the link on the homepage was a plus because it not only made it easier for customers seeking help, but also made visitors to the Apple website aware of this service. The online customer support landing page contains a variety of options. Users click on the icon depicting the product they need help with. Icons depicting products include; Mac, iPod, iPhone, iPad and iTunes. Clicking an icon leads to a support page with detailed information about the product. If the pre-recorded information fails to satisfy the customer’s requirements, there is a contact support button that a customer can use to get in touch with the Apple technical support staff. The customer is required to input their hardware serial number to access the support staff. Though an effective security measure, it may inconvenience a customer who is unaware of their serial number or not physically close to their product at the moment. A commendable feature of the Apple customer service is the hotline for clients with special needs such as hearing or vision impairment. The consideration given to special needs clients is good because companies often neglect them. Instead of directly contacting the staff, a customer can choose the self-service option of the Online Service Assistant. This guides the customer through all their service options and how to set up a repair. There is also an express lane button that customers can use to get in touch with Apple customer care representatives who will provide remedies to their problems quickly and effectively. The customer types in a description of their problem in the appropriate product category and gets a direct online response from Apple representatives. If the problem cannot be solved online and the customer needs to go to an Apple store, locations of Apple authorized service providers and Genius bars are listed under “More Options”. Links to online Apple product communities and blogs are also available on the homepage. The customer is able to access these internet forums where users share their experiences. These forums also allow users to post questions and obtain replies from fellow members. I found the Apple online customer support very helpful and convenient. All possible issues with their products were covered, and the probability of having a problem solved effectively was very high. The links to the customer care representatives and the online communities all worked well, indicating a high level of maintenance. The website was very user-friendly, and even an inexperienced customer would have no problem navigating through the content. The involvement of customers in solving their own problems through the self service network and the social networking sites is also innovative and effective. The efficiency of the Apple online customer service is attributable to the products they sell; hi-tech computer and computer-relates gadgets for computer-savvy people. AT &T Online Customer Support The AT &T Support page is accessible from the homepage, facilitating ease of access for clients seeking help. The Support landing page has “Personal” and “Business” customer support options. The personal customer support part has several options such as wireless support, high speed Internet support, home phone support, troubleshooting and repair and billing and account support. For customers whose complaint does not fall into any of the aforementioned categories, there is an “All Support” option. The business option catered to businesses facing problems such as web hosting and wireless connectivity. Clicking on one category, for example, “Wireless Support”, leads to a page with pre-listed probable problems in the wireless department. There is an FAQ section where one searches for their problem under the listed questions and a pre-recorded response comes up. There is also a chat box that a customer can activate to chat directly to a customer care representative. The chat box is an efficient tool since it provides direct human contact in place of the automated responses. This makes it easier to solve a problem since the customer gives a more detailed explanation of their problem and receives a detailed response in return. The chat box was however difficult to access as it seemed to be engaged constantly. Human contact in customer care is important as automated response may not solve problems efficiently. People also tend to feel more satisfaction and relief after talking to a helpful customer service agent who reassures them. AT&T needs to make improvements in the direct human contact department by enhancing the current method of personal contact and introducing more methods of personalized customer care. The Customer Support page is detailed and lists a comprehensive array of problems and possible solutions. Though informative, the information may be too much to take in at once and confusing. It also becomes difficult to find what is needed in the overload of information. Some classification and proper arrangement of services, with specific icons, would help simplify the pages and make the information easier to absorb. Some of the links led right back to the start, causing a confusing loop. For example, clicking on “All Support” led back to categories of support provided, instead of providing information on how to solve more problems. This confusion can be avoided by removing unnecessary links and leaving the essential ones. Conclusion The quality and quantity of online customer care services is growing as the demand for online services grow. More and more companies are realizing the potential for online customer care. Online provision of customer care services is efficient and convenient to both the customer and the company. The customer accesses information easily and conveniently, while the company reduces costs associated with call centers and other expenses. The important thing, however, is to improve on the quality of services offered. The client-company interaction should be pleasant and helpful (Knapp, p.27). This can be achieved by improving on the interaction between clients and human customer service representatives. Automation of services should not mean eradication of the human aspect of interaction. Personalized responses can only be given by human representatives. Customers always feel better after talking to a fellow human and giving a detailed account of their problems. Keeping customers satisfied is the key to retaining a client base. Works Cited Knapp, D. A Guide to Help Desk Concepts. Connecticut: Thomson 2003. Print. Read More