Community and customer support are tied so closely together at some companies that it can be difficult for managers and stakeholders to distinguish which team members own certain projects or should report on specific KPIs. While community is proactive by nature and community managers claim duties that aid retention and hopefully spur growth, customer support is more reactive.
The nature of a customer support role is to solve incoming issues from customers or community users and hopefully, work with the product team to propose the right enhancements or fixes so incoming support inquiries decrease over time. This applies to companies across a range of industries, including financial technology, which counts businesses like LearnVest, Sofi, Xero, Prosper and more. Read on for five channels that fintech companies can use to effectively solve customer problems.
Email or Messaging System: Because financial technology is focused on a person’s money, offering a secure, reliable and easy way to get in touch about transactions and funds is absolutely essential. Though some systems route customers or users to an email form, other companies have taken a more thoughtful approach by creating an in-product messaging system to hold communications between a person and the company.
Fintech giant Paypal is one of such, its message center acting as an easy to use place to view all back and forth between periods of time.
Social Media: Real-time channels like Twitter act as an efficient and effective helpline for many Fintech companies, including Square and Tilt. Though it seems like it might be difficult to manage the countless incoming support requests, software like Zendesk can help turn tweets into tickets, helping to scale social support.
Because financial tech support requests can be especially urgent, some fintech companies offer a specific social account just for support requests.
Customer or User Forum: Though some customer support requests can be ultra personal or specific, financial technology teams still get heaps of requests about bugs, features and simply how to use the product or service. In these instances, using forum software can help scale help by allowing the community to chime in first, like on myFICO.
Another benefit? Just like in any industry, the long-form answers and evergreen questions that garner great responses can help provide an SEO boost when they rank in Google.
Knowledge Base: A successful knowledge base acts as a more robust and helpful version of the standard FAQs by providing rich help content that might range from screenshots and imagery to video. Much like a forum, a knowledge base can be a useful way for customers or users to get support for more general issues before reaching out about a niche problem.
Payment processor Stripe is a good example as it provides an in-depth knowledge center that customers can search through by topic before sending in a formal request for their specific issue.
Phone Support: Though some industries or consumer tech products have been able to do away with phone support entirely, many financial technology companies still offer phone support because of the nature of support requests. Banks with financial technology products (like Chase Quick pay) and companies like Wealthfront and SoFi list contact information prominently once a customer has logged in, on the site footer or on a support page while others wait to display it until a customer has reached a certain point in the support flow.
What do you think is the most effective channel for a fintech company? Let us know why in the comments.