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Teams structure to support High Touch customers?


  • PatrickMartin
    PatrickMartin Senior Director, Technical Support Founding Analyst | Scholar ✭✭

    Hello Liz,

    I'm not too sure about this. My experience is that you can serve customers much better by aligning by skill and vertical. What I mean is that from a Support perspective, cases should be sent to the most qualified agent for that particular case (skill-based routing). It allows you to leverage people's strengths to resolve issues faster. In addition, the Support team should be structured in a way that they best understand business outcomes (by verticals). So let's say your solution is used in different domains (healthcare, manufacturing, etc.), your teams should be split so that they best understand how your technology is used in these different domains. This way, you have the best of both worlds: outcome-based Support managed by skill-based routing.

    Of course, it is important for the Support team to be aligned with Customer Success, but to do this, you need to have information sharing between both teams and making this available to everyone who interacts with customers. This means that your CRM and ticketing system must be tightly integrated so that whoever is dealing with the customer has the full 360 view of the customer.

    From my perspective, this is the most efficient way to align teams and remain scalable. Breaking them down into specialized teams to accounts can be an option that will develop a very good understanding of the specific accounts, however, it would become very resource heavy to try and sustain this with high growth. You need something that is much more scalable in my opinion.

    My 2 cents. Let me know if you would like to discuss further.