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How to Leverage Psychology to Provide Better Customer Support

November 8, 2018 by Walker Donohue Leave a Comment

Despite the growing popularity of instant-messaging support and “conversational agents”—better known as chatbots—actually talking to a customer on the phone is one of the best ways to engage in a real conversation and learn more about a customer’s problems.


Done right, such conversations can be helpful, valuable, and even fun. But we don’t tend to hear about those interactions. Instead, we usually hear horror stories of automated switchboards, interminable wait times, and disinterested customer support staff.

Everybody has a terrible story about customer support. Whether it’s waiting on hold for three hours to speak with someone at the IRS, having to explain a problem repeatedly to one support rep after another, or dealing with random disconnections in the middle of crucial support calls, we’ve been conditioned to accept that customer support is a uniquely terrible experience to be endured rather than a satisfying, rewarding part of patronizing a business.

According to data from GetApp Lab, all that most customers want from a support experience is to speak with a real live human being. That’s it.

[Source]

It’s no secret why a majority of customers want to speak with a real person during support calls. It’s one of the best channels for quickly identifying and solving complex customer problems. When we really understand where our customers are coming from, it’s much easier to solve their problems and build trust.

Why Customers Dread Calling Customer Support Numbers

If speaking with a customer support rep is so effective, then why do so many people dread the thought of picking up the phone and calling an 800 number to speak with one?

On average, American consumers spend around 30 hours every year on the phone with customer support personnel. Because we spend so much time on these calls, we already have preconceived notions about how the entire experience will play out. We’re already on the defensive before we even finish dialing, which becomes a self-fulfilling prophecy.


Although many consumers have legitimate grievances with telephone-based customer support, most of the negativity surrounding these calls is rooted in the perception that companies don’t respect customers’ time. Calling a customer support line isn’t just a pain in the ass—it’s often a considerable investment of time that prevents customers from doing other things. Even if there’s a very good reason for a lengthy wait to speak with a support rep, every minute a customer wastes waiting on hold damages that company’s brand. It creates negative perceptions about that company that can be very difficult to undo, even if the actual support call goes well.

These experiences also play a significant role in whether a customer will even attempt to contact customer support in the first place. It doesn’t matter how skilled, knowledgeable, or friendly your support reps are if your customers don’t even want to pick up the phone.

Customer Support Is a Critical Competitive Advantage

Instead of treating customer support as an afterthought, think of it as a way to further differentiate yourself from the competition. Talking through an issue with a customer over the phone allows you to get to the heart of the problem—and ultimately solve it—much faster, but it’s also a unique opportunity to strengthen the relationship with the customer and create a positive association with your brand.

The better the customer support experience, the more positive the association—a crucial competitive advantage in any industry.

However, before you can deliver a world-class customer support experience, it’s important to understand why your customer chose to call you in the first place. Customers who prefer phone support are often looking for:

  • Quick solutions to complex problems. Voice support allows your support reps to ask detailed, probing questions and guide customers through the support process in real time. Even relatively minor issues like password resets can be solved much faster in a simple phone conversation, as opposed to instant messaging or chatbot support.
  • A more intimate, personal experience. Voice support isn’t just effective; it’s also a way to provide the kind of personalized white-glove service your tired, stressed-out customers crave. The more difficult the problem, the more your customers will appreciate attentive customer support.
  • Difficult conversations. Even customers who are furious still want their problems to be acknowledged. Voice support is ideal for customers who want—or even need—to vent their frustrations. The immediacy of voice support helps the customer feel as though their voice is being heard and gives your reps the opportunity to calmly walk customers through the solution they want.

It’s vital to understand the mindset of the customers who choose voice support over other channels. The needs of a customer who chooses to pick up the phone to speak with a rep are very different from those of a customer who opts to utilize live chat. Similarly, customers who favor email support aren’t likely to need as prompt a response as someone who calls your support team.

Understanding the differences in the needs of customers who choose different support channels is the first step in creating better, more rewarding support experiences. Likewise, considering the frame of mind a customer is likely to be in during a support call allows your reps to preemptively address problems before they arise and alleviate the frustrations of the caller.

The biggest challenge to overcome for voice support personnel is the negativity surrounding perceptions of voice support itself. A little understanding goes a long way, and by demonstrating empathy with customers and proving that you genuinely value their time, you can prove that customer support is a crucial part of your entire business, not merely an afterthought.

Give Your Customers the Support They Deserve

Your customers don’t just expect you to provide best-in-class support experiences when things go wrong—they also need to be understood and met where they are. Voice support is one of the most effective ways to solve your customers’ problems, but only if your reps understand where your customers are coming from long before the phone rings.

Great customer support isn’t just about solving problems; it’s also about building relationships, strengthening your brand, and helping people feel that their time is as valuable to you as their business.

P.S. If you liked this article, you should subscribe to our newsletter. We’ll email you a daily blog post with actionable and unconventional advice on how to work better.

Filed Under: Company Culture, People Management Tagged With: Customer Service, Small Teams, Success

Great Customer Support Starts with Great Teamwork

October 18, 2018 by Walker Donohue Leave a Comment

Not so long ago, customer support was seen as a luxury rather than a necessity.

Many companies mistakenly saw customer support as an expense to be managed rather than as an asset to be leveraged. As flawed as this position may be, it’s understandable. After all, it’s a lot easier to quantify the value of a lead or a sale than it is to somehow measure the impact of a successful support experience.


Unfortunately, one result of this mindset is that, historically, customer support teams have been overlooked or neglected in favor of more tangible investments.

For instance, customer support has very little influence on product development, yet it’s still expected to handle any and all problems created by the product. Conversely, product teams—which can shape the growth trajectory of entire companies—often leave it to customer support teams to clean up their mess on the back end.

Of course, that was then. Things are different now—much different.

In today’s completely oversaturated technology market, it’s getting harder and harder for companies to differentiate themselves from the competition solely in terms of their underlying tech. As a result, only companies that invest in their frontline staff and give them the tools and resources they need to deliver better, faster support will succeed.

One of the best ways to deliver superior customer support is to elevate your customer support teams from within. Let’s talk about how we can do this by working together—across Sales, Marketing, and Support—toward a common goal.

Help Your Teams Work Together

Picture the scene: A customer buys two brand-new smart-home speakers because of their advertised surround-sound capability. But there’s a problem: That feature isn’t due to be rolled out until much later in the year. Now somebody has to break it to the understandably upset customer that they bought a product on the basis of a feature that hasn’t yet been implemented.

These sorts of situations happen every single day, and often its Support that has to deal with the aftermath. It’s on Support to deliver the bad news, and they’re the ones who somehow have to smooth over an impossible situation as best they can.

These kinds of interactions are hugely damaging to your company’s brand, not to mention that time, energy, and resources are wasted in an effort to salvage the situation. So how can you avoid situations like this in your own company? By making sure that Sales, Marketing, and Support work in harmony to create a seamless, consistent customer experience that scales. If you get this right, you’ll join the ranks of Amazon, Zappos, and other customer-centric companies that are renowned for treating their customers well.

Ready to bring everything together and deliver a superior experience to your customers? Read on.

Nail Down Your Customer Profiles

You can’t effectively support your customers if you have no idea who they really are. That’s why developing detailed, three-dimensional personas or customer profiles is essential; it’s vital that, regardless of department or job role, everybody knows and understands your customers in the same way. If you don’t, you can’t expect to communicate effectively about your customers’ needs, desires, or motivations.


[Source]

Creating rich, detailed customer profiles helps every department better understand their role in the acquisition process.

Never created a customer profile or buyer persona? Here’s how:

  • Describe your company’s ideal customer: Who are they? What matters to them? Why would they choose your business over a competitor? Once you’ve started to ask these questions, give your customer persona a name and a face to make them easier to visualize and relate to.
  • Delve deeper and fill in the blanks: Once you’ve established the skeleton of your customer profile, it’s time to drill down so you can start fleshing out the persona further. Why wouldn’t your ideal customer do business with you? What factors are important to their decision-making process? The more detail you can capture, the better; understanding the psychological nuances of your customer will help you craft deeply relevant messaging that directly appeals to and engages your ideal customer.
  • Think about how your ideal customer will discover your business: For this step, it’s time to think about content. What newspapers, magazines, and blogs does your ideal customer read—and why? Which social media platforms do they use most? What does your ideal customer search for online? Where do they get their industry news? The more you know about where and how your customers are spending their time, the more effectively you can intercept their attention and position your company as a solution to their problems.

The process of crafting detailed buyer personas takes some effort, but it pays off in the long run.

Onboard New Hires the Right Way

Many companies see onboarding as little more than a glorified orientation session. Typically, this involves a myopic focus on the company, its staff, and its internal processes. Although these are all elements of better onboarding programs, it’s vital that you also teach new hires about your ideal customers and how you interact with them as a business.

Here’s what this looks like in action:

  • Onboarding starts before a new hire’s first day: The best teams know that onboarding truly begins far in advance of a new employee’s first day on the job. In the weeks leading up to a new hire’s first day, send a series of “pre-start” onboarding emails to the new hire to prepare them for life at your company. Each email should have a different focus, but don’t feel limited to the specifics of their role—this is an excellent opportunity to demonstrate the corporate culture you’ve worked hard to cultivate, too.
  • Launch a “buddy” program: Pairing a new hire with a dedicated onboarding “buddy” is a great way to personalize the onboarding experience and minimize stress for the new employee. Ideally, onboarding buddies should be chosen cross-departmentally to give new hires a better sense of what people do in other departments and how they work. This context is critical in developing a consistent, organization-wide approach to supporting your customers.

It doesn’t matter whether your new hire is joining your sales team, your marketing department, or your customer success desk. The goal is to help new hires hit the ground running and gain vital insights into how you work as a company, not just as a department.

Implement Interdepartmental Training Programs

It’s hard to get everybody on the same page if people across multiple teams can’t communicate effectively with one another.


Conducting regular, interdepartmental training sessions involving Sales, Marketing, and Support is one of the best ways to develop a singular framework for thinking about your products and your customers. This is also an exercise in cultivating empathy; exposing Sales and Marketing personnel to typical support problems and feedback from net promoter scores helps them understand the challenges support reps face every day.

There are two things you need to do to develop an effective interdepartmental training program:

  • Be consistent: Whether it happens once a week, once a month, or once a year, it’s vital that everybody knows exactly when the next training session is so they can prepare appropriately. The more engaging your sessions are, the more value you’ll deliver to your employees.
  • Be specific: Don’t focus on vague, nebulous problems—address specific, actionable issues that your departments are trying to solve right now. Once you’ve identified tangible issues to tackle, walk through the solutions with everybody, not just key stakeholders. This is another exercise in empathy; it’s difficult to bring people together if you’re not committed to a culture of transparency, accountability, and inclusivity.

Opening lines of communication between Sales, Marketing, and Support will help your sales reps and marketing personnel gain a better understanding of the problems your support team faces every single day, which in turn can help surface new ideas and innovative solutions.

Investing in Support Drives Revenue

There’s no other way to put it: The more effort and resources you devote to providing top-tier customer support, the happier your customers will be—and your revenues will likely increase alongside your customers’ happiness.

Happy Customers Are Loyal Customers

There are few customer retention strategies more potent than doing everything in your power to make your customers as happy as you can. Why? Because the decision to patronize one company over another isn’t a logical decision—it’s an emotional decision. And, whether positive or negative, your frontline support staff is often the source of that emotion.


Great customer support experiences create positive emotions that result in happier, more loyal customers. This isn’t just important in terms of customer retention; it can be a valuable asset in attracting new business:

  • According to American Express, happy, satisfied customers tell an average of nine people about their positive experiences with a company or brand.
  • Data from Right Now suggests that 73% of customers say friendly, helpful support staff can make them fall in love with a brand.

This is all well and good, but that door swings both ways:

  • According to Right Now, 82% of customers have abandoned a company or brand due to a negative support experience.
  • Approximately 67% of consumers cite bad experiences as the primary reason for churn.

Loyal Customers Spend More

It’s no secret that consumers who spend longer in a retail store are significantly more likely to spend more than in-and-out customers. This can be explained, in part, by inertia; it’s harder to stop doing something once we’ve gotten started. Fortunately, this principle also applies to users of SaaS products.

Once a customer has a positive association with a brand—whether physical or virtual—they’re much more likely to spend more:

  • According to Temkin Group, 86% of consumers who have a positive interaction with a brand are likely to repurchase from that business.
  • Data from Medallia, a provider of customer-experience software, suggests that customers who report the best experiences with brands spend approximately 2.4x more annually than customers who report negative experiences.

Investing in Support Is Investing In Your Business

For far too long, customer support has been seen as an add-on, rather than an essential component of a business’s retention strategies. It’s only in the past few years that companies have begun to rethink their relationship with support teams and recognize superior support as a key differentiator in an increasingly crowded marketplace.

That’s why it’s crucial to empower your support team internally. That means facilitating communication between departments, helping employees work together toward shared objectives, and solving problems creatively by inviting everyone to participate.

Support teams can’t do their job without support. That means not only investing in new technologies but also securing buy-in across the entire company and making superior support a core part of everything you do as a business.

P.S. If you liked this article, you should subscribe to our newsletter. We’ll email you a daily blog post with actionable and unconventional advice on how to work better.

Filed Under: Company Culture, People Management Tagged With: Communication at Work, Customer Service, Management, Small Teams

3 Lessons on Business Longevity from the Oldest Company in the World

August 8, 2014 by I Done This Support Leave a Comment

Nishiyama Onsen Keiunkan Nishiyama Onsen Keiunkan is the oldest company in the world. Founded in 705 A.D., the Japanese hot spring hotel has operated continually for an astonishing 1,300 years. Think about it: this company has existed since before Charlemagne became the first emperor of the Holy Roman Empire.

Charlemagne crowned by the Pope The company’s founder, Fujiwara Mahito, was the son of a close aide to Emperor Tenji, Japan’s 38th emperor, and he built the hotel in a mountainous village in Hayakawa, Yamanashi Prefecture. It’s said that some of the most famous shoguns and samurai soaked in the hot springs there, so that when you go for a dip, you’re in good historical company.

Having survived a mind-blowing 52 generations of successive ownership within the same family, the hotel is no doubt a study on how to achieve longevity in business. Learn these three vital lessons from the hotel on building a business that lasts.

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Filed Under: Company Culture Tagged With: Customer Service

Don’t Copy and Paste Your Customer Support

January 23, 2014 by Ginni Chen Leave a Comment

don't copy and paste your customer support

Have you ever had no idea what you were doing, so you just copied people around you?  It’s how I learned a lot of things — how to ski, fill out important government forms, drink tequila. On the other hand, it’s a terrible way to learn to drive, manage your health, date other human beings — and learn customer support.

Like many people at startups, I felt like I was new at everything. So I’d let my past experiences at the receiving end of customer support inform the way I did my job. I took cues from all the interactions I’ve had with call center operators, bank tellers, airline employees, cable company employees, and insurance people — pretty much everyone’s least favorite human interactions of all time. It was like copying all the answers from the kid next to you in class, even though you know he’s getting them all wrong.

So why did I do this? With no prior experience in customer support, I felt safer copying others and sometimes found myself slipping into a weird robotic customer support mode without even realizing it.

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Filed Under: Company Culture Tagged With: Customer Service, Work Happiness

How Buffer Came Out on Top After Getting Hacked

November 18, 2013 by Janet Choi 1 Comment

“Aw crap,” I muttered as I looked at my inbox a few weekends ago and saw an email from Buffer CEO Joel Gascoigne with the subject line “Buffer has been hacked — here is what’s going on”.

We rely on Buffer to handle all the I Done This social media accounts, so I braced myself for all sorts of toil and trouble as I clicked on the email. It began:

I wanted to get in touch to apologize for the awful experience we’ve caused many of you on your weekend. Buffer was hacked around 1 hour ago, and many of you may have experienced spam posts sent from you via Buffer. I can only understand how angry and disappointed you must be right now….

Fortunately, we hadn’t been affected, but I continued to follow updates as they unfolded. Throughout, Buffer was transparent, responsive, and reassuring. They disclosed, accepted responsibility and apologized for the security breach. They communicated not just what they knew but gave us a heads up about their next steps and guidance on what we could do to protect our accounts in the meantime. They also continued posting updates and answering everyone’s questions while resolving the problem.

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Filed Under: Company Culture Tagged With: Buffer, Customer Service, Work Transparency

Make Someone Feel Valued: The Best of the Internet

May 31, 2013 by I Done This Support Leave a Comment

Smilie DogHappy Friday! Catch up with the best of what we’ve shared on the interwebs this week!  

Don’t lose touch with your customers.

Nonprofits get stuff done too.

Sometimes customers’ solutions become company problems.

“If you think that happiness means total peace, you will never be happy.”

It takes seconds to make someone feel valued.

Dundee wants to know: What was the best thing you got done this week?

 

Filed Under: Startups Tagged With: Customer Service, Productivity, Work Happiness

Talk To Your Customers to Stay In Touch With Your Product

May 29, 2013 by I Done This Support Leave a Comment

image

Talking to your customers is the best way to improve your product. You already do it — but not often enough. The problem is that it’s a pain to reach out all the time and gather that feedback.

It doesn’t have to be hard. In fact, you already talk to your customers all the time and probably aren’t taking full advantage of it.

My very first job was at Gateway Computer. Though well past its prime when I started, in its heyday, Gateway took a unique approach to its customer support that helped them gather plenty of user feedback.

The stories I heard back then helped shape our own approach toward support at my current company, Onepager. Here’s one that stood out in particular:

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Filed Under: Startups Tagged With: Customer Service, Feedback at Work, Product Management

Steve Jobs and Customers: The Best of the Internet

March 8, 2013 by I Done This Support Leave a Comment

MargeHappy Friday! Catch up with the best of what we’ve shared on the interwebs this week!

How leaders & employees can power up happiness at work.

Luc Levesque, of TravelPod & TripAdvisor, on how to lead your team to excellence and how he uses iDoneThis.

The science of shower creativity.

Why Steve Jobs never listened to his customers.

5 ways to standout performance.

When leaders don’t have time to lead and fear accountability.

imageDundee’s Tip of the Week:  Hey iDT team users, have you noticed that links are now clickable? Include links in your dones to show ALL the things!

 

Filed Under: Company Culture Tagged With: Creativity, Customer Service, Leadership, Work Happiness

3 Tools to Speed Up Customer Service Traffic

February 7, 2013 by Elizabeth Yin Leave a Comment

Great customer service requires great communication. LaunchBit, an ad network for email newsletters, manages a ton of communication with their publishing and advertising partners. CEO and co-founder Elizabeth Yin shares LaunchBit’s secrets to speedy, efficient customer service, dealing with high volume while maintaining high quality.

When my co-founder and I first started LaunchBit, we were working with just a handful of publishers and advertisers, and it was easy to respond to everyone. As a small startup, speed was our advantage in winning over new customers. Losing momentum with a customer was a real risk, because it was hard to gain back their interest in our product. In those beginning stages, each customer is critical.

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Photo: Biscarotte

Very quickly, business boomed, and we found ourselves struggling just to maintain our individual inboxes. Yet, our priority remains to respond with the same high level of speed and service in order to stay fresh in the minds of our customers.

In a given week, the emails number in the low thousands. So how do we get through them all with just four full-time employees? We found that staying organized and finding tools that can fill the role of a good traffic cop, helping to direct email smartly and efficiently, work best to deliver quality customer service.

Here are three key tools we use:

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Filed Under: Startups Tagged With: Customer Service, Management Tools, Productivity, Time Management

I Done This on The Cloud Show! The Best of the Internet

January 18, 2013 by I Done This Support Leave a Comment

Hey, it’s our fearless CEO on the The Cloud Show!

And on now on to the best of what we’ve shared on the internets this week:

  • Ginni’s great post on the best ways to work on customer service from the inside.
  • Why it’s important for women to speak out about their work.
  • How Ravelry, the best social network you’ve (probably) never heard of (unless you are a knitter), uses iDoneThis!
  • What company culture is and is not.
  • Secrets of the happiest companies.
  • Getting from worthless idea to million-dollar startup.
(Source: http://www.youtube.com/)

Filed Under: Startups Tagged With: Customer Service

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