No matter how good an IT product or service is, the simple truth is that customers will always want reliable product support from the vendor. Most buyers of digital signage, as well as other sectors, claim customer support is key to their experience with manufacturers and service providers.

For digital signage companies and other IT businesses to stand out, they must deliver excellent support services. This starts with understanding customer service expectations.

As a key differentiator between brands, the quality of customer service goes a long way in how companies treat their customers. It might mean the difference between customers leaving or declaring long-term brand loyalty. Additionally, there’s a lot of negativity around companies that offer poor product support.

Here are five traits that customers expect from an excellent support team:

1. High availability and timely response

If there’s something that annoys customers, it’s contacting their service provider only to find the support team is unreachable. Customers expect their respective support teams to provide multiple points of contact. The agents should always be reachable via email, phone, live chat, and social media.

In addition to being reachable, customers expect quick responses when they reach out. If an IT service provider can resolve all concerns at the first point of contact, then it’s a win for both the customer and company.

Interactive voice responses are a turn off to most customers. Digital signage providers should eliminate computerized response, and instead have a customer service representative on call. This is especially important in situations where emergency services are required.

2. Personalized services

Great interactions and customer relationships begin with knowing and understanding their needs. As a digital signage customer, expect the support team to treat you individually and not like the traditional “case numbers.”

When you call a support line, the customer service representative should at least greet you by name. The agent should have to identify information at hand, so they do not ask the same questions every time a customer makes a call.

If possible, the digital signage support team should have a record of the customer’s previous issues, including purchases, returns, support requests, and more. When customers are treated individually, problems are resolved faster.

It’s always a win-win scenario when a service provider can deliver both speed and personalization.

3. Long-term solutions

When a customer decides to close a deal with a particular service provider, chances are that the company promised to work beyond the scope of the project by stating their commitment to the customers’ future needs. So when there is a problem, and the customer calls the support team to help settle the issue, they expect an adequate resolution.

The digital signage support agent should listen actively and ask relevant questions related to the complaint. The team should have a solid understanding of technical issues and demonstrate their ability to troubleshoot complex issues effectively.

In the end, the team’s innovative problem-solving approach should lead to a long term solution such that the issue won’t reoccur. If fixes can be provided remotely, then service providers should do it as soon as possible.

In scenarios where on-premise technical assistance is the only way out, the support team should make it up to the customer at the earliest convenience. Otherwise, if customers are not happy with your support services, things might not go well for your business.

An infographic on customer service experience by SCORE shows that 91% of unhappy customers will simply leave. Around 23% would post a negative online review, while 19% are likely to complain via social platforms.

4. Commitment, transparency, and accountability

Customers expect digital signage support teams to meet their needs and not merely delighting them with information. This not only applies to support but virtually all other business aspects.

If you promise a customer to deliver on something, see it through. There’s nothing worse than when a customer feels deceived.

Customers would be disappointed if you made a promise of support, only to backtrack after assuring them of your commitment.

It’s not surprising that some digital signage support teams try to win a customer’s heart or buy some time by telling falsehoods. The customer might come out of the conversation feeling fine, but sooner or later, they will realize they were not told the truth. With transparent communication, the best resolutions arise. For this reason, companies should be honest with their customers even during misunderstandings.

Customers understand that no one is perfect and that sometimes you might have a glitch. Being honest is paramount to gaining the customer’s trust. So, when an error occurs, digital signage tech support teams should not pretend that nothing happened, or brush mistakes under the rug. Instead, show accountability by acknowledging the fault and being transparent

5. Feedback collection

Customers expect a good digital signage service provider to check on their clients and know how they’re doing. It’s a kind gesture that shows a company that places all its customers at heart. However, this does not mean service providers should bombard customers with regular surveys to gauge their happiness levels.

Instead, they should have a well-outlined customer feedback process that customers love. Ideally, the company should occasionally reach out to customers through live chat or make quarterly calls.

A good feedback collection system will ultimately serve as a resource for enhancing customer experience and overall brand perception.

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As a customer, you deserve the best level of digital signage support. An IT integrator that supports you unconditionally will keep your business moving forward with no chance of downtime. To service providers, there is great value in providing excellent product support.

Good digital signage support can be a make-or-break for many companies during times when the market is volatile. During the COVID-19 pandemic, many companies that have amazing support have shined while bad support stands out and will have a lasting effect on customer confidence.

It’s a smart and actionable marketing technique – meet the expectations of customers, and you will reap the rewards of loyalty, referrals, higher revenue, and a great reputation.