ONLINE SUPPORT: Partners Expect More

Says Anand Kumar, MD, ATI Inc, "Despite the fact that these services
were introduced to easy out support issues, its lacks a complete 360 degree
approach." Partners have felt the need to access online support, but the
delays and incompetence in these services have deterred from using them.

ENSURING CHANNEL LOYALTY

Vendors are eyeing online support services as an ideal interface to retain
channel loyalty. Also the need for a flawless and cost-effective system to offer
support services has pushed vendors to invest in setting up these
infrastructures. Today vendors have introduced a gamut of online services
including toll-free lines, call centers, online chat facility with the support
team and Web-based interface, to name a few.

"Though these services were introduced to easy support issues, it lacks a complete 360 degree approach"

Anand Kumar, MD, ATI Inc

These indirect avenues of vendor-channel communications are targeted at
offering consultancy, training, upgrading systems integration skills, post-sales
support and maintenance. The channel community is viewing the indirect support
mechanism as an element to compliment the vendor sales and also to mold their
image as end-to-end solutions providers. The scope of services through indirect
support mechanism increases as vendors introduce high-performance systems to
cater to channel requirements.

Rakesh Jain, MD, Supreme computers points out, "Since most dealers
operate as extended arms of their principals to provide various solutions to
different user segments, vendors too need to ensure that the flow of support to
resellers is smooth and regular." According to him, through these support
systems, vendors can expect geographical reach without spending exorbitantly to
create internal resources.

LACUNAE ARE MANY

Different vendors have different levels of effectiveness. However it is felt
that those vendors who easily provide support fail on counts of effectiveness.
While those vendors whose support services are really effective have adopted a
´difficult-to-approach´ mode. Illustrating this point with an example, Hitesh
Mody, Director, Jaydee Electronics says, "Intel provides excellent support,
but in order to avail that support one has to get in touch with their helpdesk
in Manila which by no means is an easy option."

Since most dealers operate as  extended arms of vendors, the latter needs to ensure smooth support  flow

Rakesh Jain, MD, Supreme computers

Also another important aspect here concern the agents manning the lines.
"They should have a thorough knowledge of the products that they are
supporting," points out Ashish Agarwal, Director, Trifin Technologies.

Also it is of great importance to incorporate problem-solving expertise into
the system than merely providing information-oriented services. Says Nitin
Paranjape, CMD, Maestros, "While these helplines or online support may be a
good idea to provide a quick fix solution, very often they fail to address the
root cause of the problem."

One of the other major reasons behind the inefficiency of online help is the
multiple escalation levels that exist. This approach is unacceptable in
mission-critical environments. Amarnath Shetty of LDS Infotech came across
similar situations and he claims that his clients prefer getting their
support-related issues resolved by him instead of facilitating principal’s
online or toll-free helpdesks. Agrees Nitin, "Customers in many a case
cannot wait for long to get support. As a result they end-up deriving the
support from a third party."

The current helplines are more  sales-focussed than support-driven

Ashish Agarwal, Director,  Trifin Technologies

PROACTIVITY IS MISSING

Number of partners are of the opinion that when it comes to providing online
or telephonic support, vendors are not very proactive. The common belief is that
vendors at maximum offer symptomatic solution rather than a comprehensive one
which could eliminate the problem itself. Says Hitesh, "I am yet to come
across a single vendor who can provide online support which can address the
entire issue and provide us with acceptable solutions."

Trifin’s Ashish feels that a clear end-user focus is also missing. Says he,
"The current helplines are more sales-focussed than support-driven."

Hitesh completely agrees with him and feels that the basic problem lies in
the mindset that vendors have with regards to support. "Elsewhere support
is included in the cost of the product and so vendors constantly endeavor to
improve the product and improve the support as well. However, here in India,
vendors for some unknown reasons consider support to be an added expense, which
they always try to minimize," remarks he.

Rajeev Warrier, MD, Aladdin Multimedia is of the opinion that several
software vendors easily get away by routing the support queries to their web
sites. However, this approach is not feasible at all times. On occasions when
version gets upgraded in software products, channels are pushed to train their
staff themselves so that they can assist the clients. "We have to do this
primarily as the end-user would not have the time or patience to go to the web
site and find out the details," points out Rajeev.

Unlike abroad, vendors here  consider support to be an added  expense, which they always try to  minimize

Hitesh Mody, Director, Jaydee Electronics computers

MULTIDIMENSIONAL APPROACH REQUIRED

All said and done, by the end of the day what channel partners are expecting
is a ´multidimensional approach’. The current support mechanism should put in
place a well-defined team, which would address queries from solution providers,
box pushers and end-users separately. Apart from this, the current system should
be remodeled into different levels to provide product information, support,
promos and schemes information and mission-critical solutions.

Also, there should be a provision of solving problems in real time for the
end-users. "The support services would be even more effective if customer
queries are addressed directly," says MC Jain, MD, Mahaveer Computers.
Provision for end-users to log complaints on the Web directly would be of great
help as these could be escalated to the nearest channel partner to address.

Today partners unanimously feel that helpdesks and online support system
should be seen as a business proposition and hence be promoted accordingly.

SUNILA PAUL in Bangalore with inputs from GOLDIE in Mumbai and MOHIT CHHABRA
in Delhi