More and more businesses are adding tech support reporting features, knowledgebases and expanding frequently asked questions — including businesses whose core business doesn’t include technology. Michael Port, author of Book Yourself Solid, has a tech support-like reporting tool — the kind of tool you expect to find on web server hosts and software development companies.

Michael Port is a coach. He helps people grow their businesses by getting more clients. When you contact his company, you send a regular email. No filling out a tech support-style form. The reply has a tracking number and indicates whether the problem is open or closed much like what you see in tech support-style emails.

This is a creative use of a tool that was originally meant for technical businesses. It helps companies ensure they follow up on all issues. A one-person business could benefit even if the person is well-organized. I’ve recognized Kayako’s application on a few web sites.

However, a company wants to help a customer find the answers before receiving a direct contact. Yes, it saves resources — but helping customers help themselves also gets them their answers faster. Many support applications search the database for keywords resembling a customer’s trouble ticket before submission. The best results appear and the customer might have the answer right there. If not, then contacting the business is the next step.

This application can be tied to a knowledgebase to ensure the customer checks there first. Not all users are savvy about online self-help and may not consider looking for answers in the knowledgebase, FAQ, forums and numerous other online resources before resorting to direct contact. Some sites, however, did a lousy job of trying to help the customers help themselves. One experience had me going through the knowledgebase, entering keywords to get relevant results … after all that, I still didn’t have my answer and it was time to contact the company. It took a lot of effort to find out how.

Companies need to work on leading the customer in the right direction going through the various routes before giving up and making contact. I prefer to find the answer myself. It exercises the brain, keeps the problem solving skills sharp and gets answers faster. More reading on Do-it-yourself Support from Target Marketing Magazine.

I appreciate companies and organizations that take advantage of the Internet to make it easy for customers. This list includes Amazon, Carter Blood Care, and a non-profit organization that lets customers go to its web site to schedule a donation pickup.

The other option is to navigate the nightmare of an IVR system. I discovered an IVR system for the first time in the early ’90s and this wasn’t a trend I looked forward to. Read how difficult it is to work with an IVR system through the relay service. The entry also refers to two positive stories.

Good Experience explains that customer service isn’t the same as the customer experience.

Businesses need to offer multiple ways to reach them for help or support. Online AND telephone support. Though we prefer to reach a human without navigating the IVR system, realistically — some companies can’t handle the amount of calls they get and need help. IVRs aren’t going away. The key thing is for businesses to provide multiple contact routes and make it easy to find their contact information online.

Church of the Customer Blog shares many stories related to customer service. An important factor is for companies to listen to the blogosphere and the web about what people say about their products or brand. Looks like my old post on Earthlink picked up recently — but I’ve yet to see Earthlink respond.

Starbucks originally served whole milk and didn’t offer other milk options until after receiving customer feedback rather than making the decision without customer influence due to dietary trends. Paul of Idea Sandbox patronized a local coffee shop that serves only whole milk and won’t change.

But that local coffee shop doesn’t have the disadvantage of having numerous locations where customers barrage baristas with complaints to offer other milk options. I like Paul’s adaption of “The customer is always right.”

The customer may not always be right, but they’re never wrong.

This line of thinking helps a business come up with creative solutions or a compromise. Did Starbucks betray its identity when it started serving low-fat, skim, soy and other milk alternatives? Where does a business draw the line between sticking to its beliefs and meeting customer demands?

Thanks to technology and its ability to customize, we as customers demand more from businesses. We know it can be done, so we expect the business to conform to us, not the other way around.