Part 1 of this three-part series looked at assembling the best possible technical support team. Part 2 covers how to reorganize your company in order to take full advantage of your new and improved group. Part 3 concerns taking it to your customers.
Now that you've done all this work to improve your technical support team, you need to let your customers know. The sales and marketing teams will do most of the work for you on this. While they may not run a campaign stating, "Hey, our support doesn't stink anymore," they do have a ton of automated messages and informal scripts that they can insert little announcements into.
The most important script is the one I mentioned in my last article for the salespeople to use when a customer confronts them with a problem. That personal recommendation is worth more than all of the rest of this marketing combined. Unfortunately, you won't get that personal recommendation very often, and certainly not to all of the contacts at every customer, so you have to use the rest of these announcements to fill in the gaps.
