A fax-on-demand checklist.

Fax-on-demand systems can easily cut a software company's tech support call volume by 5%-10%, says systems consultant Dave Brown. "But the savings aren't automatic. You've got to know how to implement the technology, or you won't be able to take real advantage of its potential." Brown set up two fax systems when he was director of customer services at Adobe, and he has helped several other support groups solve tricky implementation problems. He recently told an OpCon audience about some of the questions he advises clients to explore:

What kind of information will customers want? Fax-on-demand customers generally don't expect the kind of highly-customized, in-depth solutions they get from a live support technician, Brown suggests. "The most frequent use of fax-on-demand systems is for standard information--generalized information such as product specifications, features, and compatibility," he says. "Users also expect dealer and price lists, troubleshooting guides, solutions to common problems, advanced technical tips, and the like." But customers don't always behave in predictable ways, Brown Adds, so it's a good idea to survey potential users and have technicians keep track of the documents they most often fax to customers manually.

Is the content easily searchable? "Sometimes, companies go overboard and put everything they can think of on the system," says Brown. "You must be selective and make it easy for the average customer to navigate your knowledgebase." Brown says the most common navigation tool is a simple directory of documents that are available on the system. However, companies with multiple products often find their directories turn into multipage documents that are both difficult to read and expensive to send out (one client found directory faxes alone were costing $150,000 a year). "In this case, the key may be to use a voice response unit to guide the customer to the right section of the directory."

Will customers find enough answers? "If customers don't find value when they first try the system, you'll get a dwindling number of fax-on-demand attempts that will eventually render the system ineffective," says Brown. "Make sure you put high hitrate topics on the system," he says, "and make sure you train your technicians to direct customers to the system only when they know a good answer is available."

How will the ROI be measured? It's not always easy to measure the direct payback from a fax-on-demand system, Brown admits. "I've yet to see a support center actually reduce their call levels. But keep in mind that most companies are experiencing heavy growth in call volume when they install the system. You'll probably see productivity improvements, improved customer satisfaction, and better employee morale because you'll get rid of some of the most boring and routine questions."

Who's going to be in charge of the system? "Fax-on-demand is one of the least expensive technologies for support centers, but it's not self-maintaining," Brown points out. Technicians will have to write new tech notes to keep the system updated, and someone will have to act as an editor "to ensure accuracy and consistency," he says. "This duty is often combined with responsibility for the call tracking system, knowledgebase, and even the ACD and phone system, and it's becoming one of the most important roles in the support organization."