Support Deflection Strategies

The power of conversational sales and marketing is not in talking to each visitor to your website, but in chatting with the visitors you want to talk to – the Qualified buyers. That said, you likely have all sorts of website visitors including current customers looking for support with your products. You likely don’t want your sales teams speaking with these customers looking for support - but how can you ensure they get what they need and have a great experience while doing so?

For some companies with a large amount of web traffic, over half of chats could be related to support inquiries. That said, many customers experience this and require support deflection experiences or experience blocks.

Not sure where to start? Connect with your Qualified Success Architect to determine what’s right for your company and for how you go-to-market. As a best practice, we can recommend a few solutions:

Identify existing customers and provide a unique experience targeted to their needs.

We highly recommend taking the time to build a bespoke experience that identifies existing customers based on an attribute on their Contact record. By providing them with a unique experience tailored to them, not only can you deflect support cases by routing to a support team, creating a case or redirecting them elsewhere – you can also provide them with relevant content, information about a product they don’t already own or recommend a potential upsell opportunity.

Offer all visitors a call to action (CTA) with a choice that branches to offer them an option to leave a message for the support staff or to contact them outside of Qualified.

This is a common support-deflection experience. By offering them the chance to leave a message immediately for the support team; they can provide information and, together with the information known about them as a website visitor, your support team will have everything they need to quickly and accurately respond to their inquiries.

Build a support deflection after an email has been collected and -- if the web visitor is confirmed as a current customer -- provide them with a specific support experience.

Finally, as we recommend for all experiences - the e-mail address is key and allows a visitor’s entire profile to be enriched. By collecting email first for all visitors - and then - routing current customers to a bespoke experience, you’re likely to gather more information about all visitors and ensure support inquiries are appropriately deflected.

Again, these are just some of the best practices we’ve seen for Qualified customers.  Your Qualified Success Architect can partner with you to make the right choice for your business and help build a support deflection that provides the visitor with the appropriate resources without burdening your sales rep team.