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Blog

Video Customer Support in the Age of Automation

At Qumu we are celebrating an exciting milestone for our Customer Support team – we just won our 4th Stevie Award in a row!

In celebration and discussion of this awesome milestone with colleagues, we have discovered that some of the things we have been doing well that led to us to achieving this milestone are actually somewhat surprising.

Enhancing our Customer Service with Automation

One of these surprising discoveries, was that our Customer Support team is doing a better job of using automations on our support platform vs other Customer Support teams in the software/computer services space.  It was surprising because we were just “minding our own business” in this automations arena – just doing what we thought everybody else was doing.  As it turns out, we were not even close – in a good way.  We were using automations more often and in more innovative ways than most other companies in our space.  For example, we are utilizing automations 2x and 3x more than other software/computer services companies!

I was proud of this information once I discovered it, because let’s face it – automation is cool right?  Actually, automating for automation’s sake is not cool. Automation for automation’s sake is simply a check the box exercise.

Using Automation with Intention

What’s best is automating for a reason.  In order to understand the “why” behind our automation efforts better, you have to understand a couple of key values that underpin everything that we do at Qumu Customer Support.  Those specific values are:

  • Practice Intentional Innovation – This means that “we continually and purposefully work to transform our process, product and people.”  The automations we have already in place and those that we are dreaming up for the future directly align with this value. 
  • Be Customer Obsessed – This means we are always acting on customer requests with lightning speed.  All of the automations we have in place directly (whether seen or unseen by customer eyes) contribute to helping us process customer requests faster and faster all the time. 
  • Be Biased for Action – This means we are in continuous forward motion…”learning, adjusting and pivoting as we problem-solve and deliver for our customers.”  The automations we are putting into place might just be small tweaks (or very large ones as well) but they are all done in the spirit of constantly trying new things, seeing how they work and iterating again. 

The Future of Automated Customer Service  

With a strong “why” in our corner, we’re working on automating our workflows in three key ways. 

            1.) We implement specific time-based rules that activate when we want an action to automatically happen according to a timeframe set up in our workflow.  These automations run every hour on all of our customer’s tickets.

            2.) We implement automations that are triggered by conditions and actions. Conditions set the qualifications needed for the trigger to fire and actions represent what will be performed when those qualifications are met.

            3.) We implement automations that represent a prepared set of responses and/or actions that an Engineer can apply when they are creating or updating a customer’s ticket.

Though there has been much debate about whether automation generally makes customer’s lives better or not, it is clear that if you start with the right “why” as you begin your change efforts, you virtually cannot fail to come up with something that serves your customers well.  In particular, emphasis on what corporate values the change is connected to creates the unbreakable linkage that can make all the difference in the world.  Going through this exercise to connect to your values first, ensures that you are able to implement something worthwhile and that makes a major difference to your customers. 

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