When small teams start using tools like Zendesk to improve customer service, they often run into unexpected challenges. Customers might ignore self-service options like the help center or chatbots and go straight for a human agent. Sometimes they even find creative ways around the system, like using the “name” field in a form to request phone support. If this sounds like something your team has faced, here’s a detailed look at how you can address these challenges while keeping both efficiency and customer satisfaction in balance.
Common Issues for Small Teams
1. Skipping Self-Service
Many customers bypass self-service tools like help center articles or chatbot suggestions because they assume these won’t solve their problem. Instead, they go straight for the “chat with a human” button or escalate their issue immediately. This behavior defeats the purpose of having self-service options in the first place and puts unnecessary strain on your team.
2. Weird Form Use
Some customers use form fields in unintended ways. For example, they might use the “name” field to leave unrelated information like their phone number, essentially demanding a callback or phone support. This not only creates confusion for your team but also slows down resolution times for everyone.
3. Limited Phone Support
Small teams often reserve phone support for high-value customers or specific issues, but some customers still try to use phone calls for basic queries, like asking about pricing. Handling these requests is time-consuming and doesn’t justify the effort, especially when answers are already available through other channels.
How to Fix It
1. Make Bots More Helpful
Self-service tools work best when they provide real solutions quickly and efficiently. Your chatbot should do more than just redirect customers to articles—it should solve problems during the conversation.
- Quick Answers: Train your bot to respond with concise, accurate answers to common questions like “What’s your refund policy?” or “How do I reset my password?” Clear, instant responses save customers time and reduce frustration.
- Easy Navigation: Add buttons or quick-reply options for popular topics, like “Track my order” or “Update my account.” These make it simple for customers to find solutions without typing detailed queries.
- Proactive Suggestions: Program your bot to suggest relevant solutions based on the customer’s question, making it feel more intuitive and responsive.
2. Adjust Workflow and Wording
- Request Names Early: Ask for the customer’s name earlier in the conversation flow to encourage genuine responses.
- Reword Handover Options: Refine phrases like “Talk to a human” to reduce the likelihood of customers skipping bot interactions entirely. For example, “Transfer me” or “Need more help?” can subtly shift behavior.
3. Tweak Your Workflow
Making small adjustments to how your system interacts with customers can encourage them to use self-service options more effectively.
- Ask for Names Early: By collecting a customer’s name at the start of the conversation, you can create a sense of personalization while also reducing opportunities for misusing form fields. For example, a friendly prompt like “What’s your name?” sets the tone and encourages customers to provide useful information.
- Reword Buttons: Phrases like “Talk to a human” might tempt customers to skip the bot entirely. Consider using alternatives like “Need more help?” or “Let’s figure this out together!” These softer phrases gently nudge customers to stick with the bot longer, increasing the chances of resolving their issue without human intervention.
4. Get Smart About Deflecting Tickets
Encouraging customers to stay with self-service tools before escalating to an agent can significantly reduce your team’s workload.
- Hide Agent Options: Replace visible “Talk to an agent” buttons with keywords like “Transfer me” or “Help, please” that only work after a customer has interacted with the bot. This ensures they’ve at least tried the bot’s suggestions before escalating.
- Second-Level Suggestions: If a customer still wants to talk to an agent, provide additional suggestions for help center articles or ask them to clarify their question. For instance, “Before we connect you, can you tell us a bit more about your issue?” This can help resolve simpler queries without escalating.
- Delay Escalation: Introduce a final deflection message, such as, “Most answers can be found faster by asking me, your virtual assistant. Are you sure you want to transfer?”
5. Train Your Bot to Be Smarter
Customers often abandon bots because they feel they’re talking to a “dumb” system that doesn’t understand their needs. A well-trained bot, however, can build trust and keep customers engaged.
- Advanced AI: Invest in AI-powered bots with natural language processing (NLP) capabilities. These bots understand context and can provide more human-like responses. For example, instead of answering “I don’t understand” to a query like “I need help with my invoice,” an AI-powered bot could respond with, “Do you need help finding your invoice, or would you like to update your billing information?”
- Broader Training: Teach your bot to handle a wider range of inquiries and update it regularly based on customer feedback. This helps it stay relevant and useful.
6. Fix Form Confusion
Preventing form misuse requires a combination of clear communication and technical restrictions.
- Block Misuse: Set up rules to block customers from entering irrelevant information, like phone numbers, in fields meant for names or other details. For instance, you could restrict the “name” field to accept only alphabetical characters.
- Explain Fields: Add simple instructions next to each form field to explain what information is needed and why. For example, “We need your email so we can send you updates about your request.” This reduces the chances of customers misusing fields out of confusion.
Real-Life Examples
1. Zendesk Messaging Adjustments:
- Remove “Talk to an agent” as an immediate option.
- Update the handover prompt to encourage customers to explore bot solutions first.
- Provide a final deflection message: “Before we transfer you, many answers can be found faster just by asking me, your friendly virtual assistant.”
2. AnswerBot Improvements:
- Limit transfer intent triggers to exact phrases like “Transfer me.”
- Remove visible transfer options except at the end of topic flows.
3. Encourage Self-Service Metrics:
- Aim for more help center views than ticket submissions to improve your self-service ratio.
- Offer optimized article recommendations through the bot and fine-tune flows to match customer needs.
Finding the Balance
While some measures may reduce immediate ticket volume, remember to strike a balance between deflection and customer satisfaction. It’s all about giving customers the help they need while making the process efficient for your team. A smart bot that’s easy to use, combined with a thoughtful workflow, can encourage customers to trust self-service options. These changes might not solve everything overnight, but they can significantly reduce your team’s workload and improve the overall experience for your customers.