Web technologies clearly have the potential to create a powerful support channel for customers, members and staff.
Imagine a system where customers, members and staff (end-users) using only a Web browser could quickly find information from a central source, some of the information being accessible by everyone and some only being accessible by staff.
If the end-users couldn’t find what they’re looking for, they could securely ask their question online, request to either be called back or responded to securely online, and have their question routed to the staff best able to resolve their inquiry.
Each time a question not included in the central information source was answered, it would be added to this central source, causing it to naturally grow with pertinent information.
All the while, the system would keep track of what end-users were doing and ensure that all end-user inquiries were managed and resolved within service-level expectations.
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Vaporware? No, it is reality today! The central repository of information is what is called a knowledge base and when you surround it with other supporting components, it can create a digital support channel (DSC).
Sounds like an Intranet, you say? Some similarities exist but a DSC not only helps staff keep abreast of products, services and internal procedures, but it is also extended directly to customers/members.
Sounds like decision support tool like Experion Systems, you say? Again some similarities exist, but products like Experion only provide a potential component of a DSC rather than the support channel itself.
What about CRM? Well no, a CRM solution is facing inward toward the financial institution or company and is focused more on marketing and sales rather than service and support like a DSC.
A Digital Support Channel is really a new concept that embodies several technologies to create an alternative communications channel between the organization and their customers, members and staff.
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