If they can’t log in to your product? They contact tech support.
A feature or module isn’t working as it normally does? They contact tech support.
Therefore, any questions relating to the product (how to install it, how to configure, etc.) all need to be answered by technical expertise in order for your customers to get the best value out of your product.
If you don’t have a tech support team in place to answer these questions, then customers will eventually stop using your product. And this leads to higher churn rates.
In fact, it’s 100x more expensive than self-service channels.
Each time you fail to solve a tech support question, you’re potentially throwing money away.
Worse of all, you risk losing customers.
This becomes even more significant if you run a subscription-based business where one customer can subscribe to tens or even hundreds of user licenses. Failing to deliver a good experience here can be very costly.
That’s why it’s essential to provide high quality tech support.
To help you and your team, we’ve created the ultimate guide to tech support.
In this guide, we’ll outline what tech support is, why you should care about it, and how it works – as well as hints and tips to help your business improve on the quality of tech support you provide.
Let’s dive right in! What is Technical Support? Technical or ‘tech’ support is a form of customer communication that product-centric companies use to help their users get the most out of their products.
Typically, this is done via knowledge bases, live chat, email or phone – and aims to solve technical problems such as installation issues, login errors and other technical difficulties that can have a negative impact on the user experience.
But, isn’t tech support just another word for customer support?
And here’s why.
The Difference Between Tech Support & Customer Support
When people hear the word tech support, it’s easy to imagine people in call centers, dealing with unhappy customers who want to vent their frustrations over payment and delivery issues. These types of issues will be handled by your customer support team, and not your tech support team.
Where tech support differs is in the type of issues that are handled.
Tech support teams are responsible for handling installation errors, user issues and any other technical problem that prevents the customer from using your product. In essence, tech support focuses on helping customers to use a product more effectively.
A study from The CMO Council found that providing better technical advice and assistance to customers is the number one way companies can improve the product ownership experience for users.
How companies can improve their product experience
By focusing on providing better technical advice and support to your customers, you will help customers use your product.
Another notable difference between tech support and customer support is the number of support levels.
Customer support has fewer levels. The first line of support is via a customer service agent; the second line of support is via the customer support manager.
With tech support, there are 5 levels of support.
Depending on the needs of your users, it could be handled using email, live chat support, knowledge bases, or even over the phone.
As well as being available on a variety of platforms, a well-structured tech support system will also be split into 5 distinct levels. These 5 levels include pre-support, self-service, first line support, second line support and in urgent cases, a third line of support.
Pre-support In the pre-Internet era, if people had a product question, they asked family and friends or, they referenced an owner’s manual. Today, your users will simply “Google” it.
And this means that most of your customers will be browsing the web looking for answers before they contact you. Some of your users will be huge advocates of your products and offer incredible insight into how to get the best out of them, and help fellow users troubleshoot problems.