Whenever I speak to customers, I realize how each of them is different from any other. Each of them has a different way of defining quality and a different philosophy that leads to quality. Their businesses are influenced to a great deal by their beliefs and philosophies.
The most fundamental aspect of a business’ customer service philosophy is how to organize its helpdesk team. It influences hiring and staffing decisions. It even influences the profit margin! And, that’s exactly why we asked this question on our poll last week.
We had chosen to ask the question to just managers and administrators. The results have come in and their opinions are very clear!
By product
About 34% of respondents said their support team was organized by product. If the support team is small enough, it’s very useful to assign a DRI within the team to each product. Managers can kick chaos out and get a clear picture even in intra-day operations.
By channel
While 17% of respondents said their support team was organized by channel. Highly active channels like Live Chat, Phone and Social Media require an agile-yet-well-thought-out response, whereas a passive channel like email doesn’t require as much agility. If you staff each channel by a person who’s apt for its requirements, delivering happiness to customers everyday becomes a habit!
By time zone
Only 8% of respondents said their support team was organized by time zone. Organizing by time zone is efficient only for companies with a few simple products and just one or two channels. Even in that case, unless customers are distributed across various time zones, this approach doesn’t prove to be convenient enough.
A hybrid approach
Finally, the big fish. About 41% of respondents said they used a mix of these approaches to organize their support team. This is, by far, the most practical approach. It’s dynamic and, if applied well, can solve almost any problem of efficiency. We use a hybrid approach even at Zoho. Some of our support agents focus on just one channel or two, some just focus on a few products. And, we even have different people for different time zones.
If you’ve seen something that defies the pattern of these results, feel free to let us know in the comments section below.
We’ll be back next week with another interesting question! Until then, have a great weekend!
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