How Microsoft is perfecting the art of digital customer support

Ahead of his online session at CXN Live: Contact Centers, Bernard Slowey, worldwide lead for digital customer support at Microsoft, reveals the biggest mistakes to avoid with digital customer support.



CX Network
06/16/2020

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Digital customer experience strategies

In order to comply with digitalization expectations from customers and wider society, many companies develop basic online self-help functions. However, Bernard Slowey, worldwide lead for digital customer support at Microsoft, maintains that this is simply not comprehensive enough.

Organizations need to evolve to have a dedicated team completely focused on digital customer experiences, and missing this important step is often one of the biggest mistakes brands make in digital customer experience – treating digital customer support as merely a bolt on to support capacities.

“A lot of companies treat digital as a bolt-on to their support organizations,” says Slowey. “They have teams of people focused on call centers and improving minute-per-incident and handle-time for voice calls with customers, but then digital support is considered as a bolt-on.”

Don't neglect your professional development: Attend CCW Europe

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Microsoft took this step around 18 months ago by building the digital customer support department, which Slowey leads. From the outset, the tech giant set the goal for the digital customer support team to fund itself in the first year. This would be achieved from the savings the team would accumulate by solving customer issues digitally and thereby reducing the volumes shouldered by more expensive support channels – such as voice.  In the first year, the team exceeded its target, achieving a 3x ROI (return on investment).    

Read: The Global State of Customer Experience 2020

He clarifies that many brands incorrectly assume digital customer experiences are only about shrinking a brand’s traditional support volume. “Actually digital support is all about giving customers choice,” he explains.

“If you implement and manage digital support really well, yes, you will probably reduce support volume, because the majority of people want to digitally self-serve, but the intentions behind digital are rooted in giving customers choice on how they wish to interact with your brand.”

Don't neglect your professional development: Attend CCW Europe

In the current global climate, it is vital to continue the knowledge sharing and relationship building we have previously taken for granted at face-to-face event meetings. Virtual CCW Europe is a complimentary*, two week virtual experience which will bring together an exclusive community of CX and Customer Contact professionals together in an interactive, informative, groundbreaking virtual summit.

To view this content, please fill out the form to register and become a member.
Or, if you're already a member, sign in below to view.

Please note: That all fields marked with an asterisk (*) are required.



By entering in your information and submitting the form, you give the sponsor permission to contact you regarding their product and you agree to our User Agreement, Privacy Policy, and Cookie Policy.

We respect your privacy, by clicking 'Subscribe' you will receive our e-newsletter, including information on Podcasts, Webinars, event discounts, online learning opportunities and agree to our User Agreement. You have the right to object. For further information on how we process and monitor your personal data click here. You can unsubscribe at any time.

Sign up to Slowey’s online session at CXN Live: Contact Centers for more great insights into how Microsoft is perfecting the art of digital customer support.

Image: Sourced from Microsoft Press Center - The Visitor’s Center at Microsoft Headquarters campus pictured July 17, 2014 in Redmond, Washington. (Stephen Brashear/Getty Images)

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