{"id":11527,"date":"2017-01-16T16:58:50","date_gmt":"2017-01-16T16:58:50","guid":{"rendered":"http:\/\/blog.intercom.com\/?p=11527"},"modified":"2020-07-30T12:59:11","modified_gmt":"2020-07-30T11:59:11","slug":"characteristics-modern-customer-support","status":"publish","type":"post","link":"https:\/\/www.intercom.com\/blog\/characteristics-modern-customer-support\/","title":{"rendered":"The characteristics of modern customer support"},"content":{"rendered":"

Customer support has undergone some dramatic changes over the past ten years. We’ve moved from call centers, to ticket-based helpdesks, to increasingly personal types of customer support.<\/p>\n

Instead of a drain on resources, customer support is now seen as a clear differentiator and competitive advantage. Better customer support beats the products competing against yours.<\/p>\n

We call this “modern customer support”, and its characteristics are actually pretty straightforward. If you’re prompt, if you\u2019re answering questions with the right product knowledge and if you’re doing it with a tone that backs up your brand, then you’re providing good customer support.<\/p>\n

For a SaaS company today, this type of modern customer support can be delivered by focusing on three things:<\/p>\n

    \n
  1. Hire great people that are really excited about your product<\/li>\n
  2. Give them tons of product knowledge<\/li>\n
  3. Teach them how you talk to customers<\/li>\n<\/ol>\n

    Whether you describe your team as customer support, customer service<\/a> or customer success, start with these three simple things and it’s hard to go wrong.<\/p>\n

    Modern customer support is expensive. But it\u2019s an investment.<\/h2>\n

    Einstein described compound interest as the eighth wonder of the world. \u201cThose who understand it, earn it. Those who don\u2019t, pay it.\u201d While modern customer support isn\u2019t a revenue generating tool, it is something that pays off for your brand in the long run.<\/p>\n

    For example, the safest way to invest in the stock market is to put away the same amount of money over a regular period of time. If you don’t adjust your behavior, and keep your investments really diversified, you\u2019ll eventually build a fortune. The same goes for customer support teams. If you want a great support team you need to keep investing in it, and keep adding to the team at the right rate so that the work is getting done properly.<\/p>\n

    A mistake a lot of companies make is that they don\u2019t continue to invest in support, and the customer experience suffers as a result. But as Henry Ford famously said, \u201cIf you need a machine and don\u2019t buy it, then you will ultimately find that you have paid for it and don\u2019t have it.\u201d The same is true for support. If you need another agent and don\u2019t hire them you\u2019ll pay the full cost of hiring them \u2013 in the form of business lost due to poor support \u2013 but still won\u2019t have an additional team mate. So always plan your hiring in proportion with the growth of your customer base.<\/p>\n

    The importance of consistency<\/h2>\n

    A key ingredient of modern customer support is consistency. Every customer support experience should be an absolute reflection of the way the CEO talks, the way your product talks, or the way your marketing team talks. A customer should never feel like they\u2019re getting a different experience in your onboarding, and then a different experience with customer support. It should all be seamless.<\/p>\n

    Yet the mindset of a sales team in one place, customer support in another, and the product team way over somewhere else has been hardwired into company DNA for decades. Thankfully there has been a tide shift in recent years (for most decent SaaS companies and startups anyway). They\u2019ve realised customer experience isn\u2019t just an adjunct piece of the organisation that can be tacked on at the end. It has to be made a priority from the very start, and from the senior leadership down. The likes of Tony Hsieh from Zappos have made it abundantly clear \u2013 taking ridiculously good care of customers pays off in the end.<\/p>\n

    Make it a priority from the start<\/h2>\n

    Zappos\u2019 culture of customer support didn\u2019t happen by accident. It started with customer support having a seat at the top table of the organisation. I don’t think it’s a coincidence Intercom\u2019s founders made a customer support person their fourth hire. By spending so much time designing and building, they knew they weren\u2019t doing a great job answering Intercom\u2019s very earliest customers. If they didn’t give those customers a great experience, they weren\u2019t going to tell other people about it and build that cycle of organic growth.<\/p>\n

    By having dedicated customer support early, it\u2019s also easier for them to stay connected to the product and to know everything about it. Bringing in customer support retrospectively automatically creates a sort of division.<\/p>\n

    That said, it\u2019s always possible to build a bridge between your support and product teams<\/a>.<\/p>\n

    It just takes strong product and support leadership to make it clear that it’s really important. For example, Paul, our VP of Product is an incredible champion of our customer support team. He always reminds the Product team how much they depend on the information that comes from our customers. Customer support supplies and filters the raw data, and the product team synthesizes it and then puts it to good use building great product.<\/p>\n

    What this means for your business<\/h2>\n

    The benefits of modern customer support are two-fold: it reduces churn and provides word of mouth-driven growth for your business.<\/p>\n

    The first one is obvious. If you give your customers a crap customer experience, or if you refuse to invest in customer support and let it degrade over time, you\u2019ll see a slow migration of users to a competitor who looks after them better. Good customer support is one of the best ways of avoiding churn<\/a> for any company.<\/p>\n

    \"customer<\/p>\n

    But good customer support also generates word of mouth<\/a>, which helps kickstart and maintain an organic growth engine. If you’ve got great customer support, and a really consistent voice across your whole company, your customers are going to become your evangelists. Like the Einstein quote we mentioned earlier, this pays off in the long run.<\/p>\n

    When there\u2019s too many conflicting ideas about what your product actually is, when customer support is at odds with your product, you\u2019ll struggle to get word of mouth that impacts your product.<\/p>\n

    \n

    Bottom line, when you provide an awesome customer support experience like that outlined above, your customers are going to stick around, you’ll get free marketing from word of mouth, and your product is going to get even better.<\/p>\n

    \"Intercom<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

    Customer support has undergone some dramatic changes over the past ten years. We’ve moved from call centers, to ticket-based helpdesks, to increasingly personal types of customer support. Instead of a drain on resources, customer support is…<\/p>\n","protected":false},"author":8,"featured_media":11528,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"category":[3],"tags":[],"coauthors":[409],"class_list":["post-11527","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-customer-support"],"yoast_head":"\nThe characteristics of modern customer support - The Intercom Blog<\/title>\n<meta name=\"description\" content=\"Modern customer support is prompt, personal, and product-driven. 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