{"id":12515,"date":"2017-05-03T17:35:24","date_gmt":"2017-05-03T16:35:24","guid":{"rendered":"http:\/\/blog.intercom.com\/?p=12515"},"modified":"2020-07-30T12:57:58","modified_gmt":"2020-07-30T11:57:58","slug":"putting-customer-support-at-the-product-table","status":"publish","type":"post","link":"https:\/\/www.intercom.com\/blog\/putting-customer-support-at-the-product-table\/","title":{"rendered":"Giving customer support a seat at the product table"},"content":{"rendered":"<p class=\"opening_paragraph\">At Intercom, we\u2019re ferociously focused on two things: our product and our customers. Keeping a strong bond between these two parts of our business is paramount to our success.<\/p>\n<p>But keeping the bonds between product and support is hard at a growing startup. The bigger your <a href=\"https:\/\/www.intercom.com\/blog\/defining-customer-support\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer support<\/a> team gets the more conversations you have to handle. The bigger your product gets, the harder it is to keep all this information in one person\u2019s head. The more bugs and feature requests you get, the harder it is to get it all triaged and prioritised with the product team.<\/p>\n<p>Thankfully, in recent months, we\u2019ve discovered a new way for support and product to always stay in sync. We\u2019re now <strong>embedding customer support into product teams<\/strong>.<\/p>\n<p>Hold up &#8211; customer support reps sit with engineering?! If your first reaction is \u201cThat will never work\u201d, bear with us. It might sound far-fetched, especially if you\u2019re a fast growing startup drowning in support requests and the last thing you can afford is to lose a rep. But this method is based on some strong assertions any customer-first company can agree on.<\/p>\n<ul>\n<li><strong>Priorities<\/strong>: Customer support is a top priority for your company and always will be.<\/li>\n<li><strong>Feedback loops<\/strong>: great products are a result of direct access to <a href=\"https:\/\/www.intercom.com\/blog\/customer-feedback-strategy\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer feedback<\/a>.<\/li>\n<li><strong>Perspective<\/strong>: engineers, designers and product managers should have a clear customer perspective for all decisions.<\/li>\n<\/ul>\n<p>If you\u2019re reading any of the above and nodding your head in agreement, read on to see how this unique approach can be implemented in your organisation.<\/p>\n<h2 id=\"journey-to-an-embedded-role\">Journey to an embedded role<\/h2>\n<p>Working on customer support is a thrilling experience. You\u2019re pulled in loads of directions (in the best possible way). As you\u2019re tasked with answering so many different types of problems, you\u2019re a generalist. But over time you pick up areas of expertise and you almost accidentally end up becoming the go-to person for certain types of problems on your team. For me, it was messaging. I became the authority on fighting spam and ensuring our customers&#8217; messages were delivered.<\/p>\n<p>It started out as a passing interest with some small responsibilities. I began to answer more and more delivery related questions in the support inbox and owning problems that customers had in that area, such as messages going to spam or messages not sending as expected.<\/p>\n<p>This worked well in the short term, but after a serious deliverability incident, for which I led the post-mortem, it was clear that customer support was required on the product teams <em>full-time<\/em>. For the customer support and product relationship to be fully effective, I had to be involved in every meeting, every standup and every emergency.<\/p>\n<p>Naturally, spending my days with an engineering team was a daunting prospect (talk about <a href=\"https:\/\/www.intercom.com\/blog\/please-apply\/\" target=\"_blank\" rel=\"noopener noreferrer\">imposter syndrome<\/a> ?) but it got easier over time. I still report to the customer support team \u2013 it\u2019s important to keep your finger on the customer pulse \u2013 but I sit with, and attend all meetings of, the engineering team too.<\/p>\n<h2 id=\"the-best-of-both-worlds\">The best of both worlds<\/h2>\n<p>Having a former support rep on the product team gives you a unique insight into both sides.<\/p>\n<h3>Championing the customer<\/h3>\n<p>Most teams should (hopefully) have some form of customer input into their roadmap, but having customer support in the room during product ideation is extremely powerful. You have <a href=\"https:\/\/getthematic.com\/insights\/voice-of-customer\/\">direct access to the voice of the customer<\/a>, so it\u2019s impossible to ignore. There have been many projects that I have pushed onto our team roadmap by pleading the customer\u2019s case in planning sessions.<\/p>\n<p>For example, I\u2019ve fought for many small improvements to our product, like allowing customers to filter their main user list for users with invalid email addresses.<\/p>\n<p>We had a technical limitation which only allowed for tagging 10,000 users at one time from the message statistics page. This became especially limiting for large senders who could have bounced messages in the tens of thousands. ? Moving this to the main user list means large senders can manage their list hygiene more easily.<\/p>\n<p>This is unglamorous work that would not have been prioritised without having someone championing the customer\u2019s cause and explaining the direct customer impact of such a limitation. Had customer support not been in the room, these frustrations might well have gone unanswered.<\/p>\n<p>Embedded support can filter customer requests like these and better advocate for impactful changes that are frustrating your customers. The feedback loop between customer support and our product and engineering teams is tighter than ever before!<\/p>\n<h3>Championing the product<\/h3>\n<p>If embedded support improves the product team, it also can help improve the support team too. Our \u200eProduct Support Engineers (that\u2019s what we call ourselves ? ) triage and prioritise bug reports and act as a filter for the engineering team, closing issues resulting from customer confusion or lack of investigation. In this way, issue counts are lower and they get resolved faster. In the event of an outage, it\u2019s bad for customer support to find out from <a href=\"https:\/\/www.intercom.com\/blog\/customer-feedback-strategy\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer feedback<\/a>. With embedded support, we can tell customer support to brace for impact when we\u2019re having operational difficulties.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2017\/05\/customer-support-and-product1.png\" alt=\"\" \/><\/p>\n<p>I often have enough context and knowledge about our infrastructure and code to offer help to customer support when they need it, without them having to wait for a product engineer to be available.<\/p>\n<p>Not content with just giving you my perspective, I asked <a href=\"https:\/\/www.linkedin.com\/in\/aidanlynch\/\">Aidan Lynch<\/a>, engineering manager for the team which builds our messenger, and <a href=\"https:\/\/github.com\/estraph\">Raph Estrada<\/a>, a product engineer on Team Delivery, what they felt the benefits were:<\/p>\n<ul>\n<li>A customer champion in all meetings, bringing a customer\u2019s perspective to all discussions.<\/li>\n<li>Maintenance of good \u201csocial capital\u201d between customer support and product<\/li>\n<li><a href=\"https:\/\/www.intercom.com\/blog\/the-good-way-to-file-a-bad-bug\/\" target=\"_blank\" rel=\"noopener noreferrer\">Better quality bug reports<\/a>.<\/li>\n<li>Better product knowledge on the engineering team.<\/li>\n<li>Better engineering knowledge on the support team.<\/li>\n<li>Issues solved faster.<\/li>\n<li>More impactful work on the roadmap.<\/li>\n<li>More career progression options for your support team.<\/li>\n<\/ul>\n<p>We\u2019re still experimenting and developing this approach at Intercom, but so far we\u2019re really happy with the results. In fact, not to toot my own horn, but one of our engineering managers was even heard asking for their own \u201cPenny\u201d on their team ?. If you&#8217;d consider implementing something like this for your own team or want to know more about how we did it, we&#8217;d love to hear from you.<\/p>\n<p><a href=\"https:\/\/www.intercom.com\/blog\/books\/customer-support\"><img decoding=\"async\" class=\"small\" src=\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2017\/01\/1500x500-1.jpeg\" alt=\"Intercom on Customer Support book\" \/><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>At Intercom, we\u2019re ferociously focused on two things: our product and our customers. Keeping a strong bond between these two parts of our business is paramount to our success. But keeping the bonds between product and&hellip;<\/p>\n","protected":false},"author":241,"featured_media":12516,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"category":[3],"tags":[86,142,335,252],"coauthors":[517],"class_list":["post-12515","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-customer-support","tag-customer-feedback","tag-customer-support","tag-engineering","tag-product-feedback"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Giving customer support a seat at the product table - The Intercom Blog<\/title>\n<meta name=\"description\" content=\"Keeping the bonds between product and support is hard as your company scales. 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We solved it by getting customer support reps to embed with engineering, helping engineers, designers and product managers to have a clear customer perspective for all decisions.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.intercom.com\/blog\/putting-customer-support-at-the-product-table\/\" \/>\n<meta property=\"og:site_name\" content=\"The Intercom Blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/intercominc\" \/>\n<meta property=\"article:published_time\" content=\"2017-05-03T16:35:24+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-07-30T11:57:58+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2017\/05\/Embedding_Customer_Support_Teams_Logo.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1968\" \/>\n\t<meta property=\"og:image:height\" content=\"932\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Penny Gray\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@intercom\" \/>\n<meta name=\"twitter:site\" content=\"@intercom\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Penny Gray\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/putting-customer-support-at-the-product-table\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/putting-customer-support-at-the-product-table\\\/\"},\"author\":{\"name\":\"Penny Gray\",\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/#\\\/schema\\\/person\\\/c86751a91f068cc695958a684f7891ee\"},\"headline\":\"Giving customer support a seat at the product table\",\"datePublished\":\"2017-05-03T16:35:24+00:00\",\"dateModified\":\"2020-07-30T11:57:58+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/putting-customer-support-at-the-product-table\\\/\"},\"wordCount\":1066,\"publisher\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/putting-customer-support-at-the-product-table\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/wp-content\\\/uploads\\\/2017\\\/05\\\/Embedding_Customer_Support_Teams_Logo.jpg\",\"keywords\":[\"Customer Feedback\",\"customer support\",\"Engineering\",\"product feedback\"],\"articleSection\":[\"Customer Service\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/putting-customer-support-at-the-product-table\\\/\",\"url\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/putting-customer-support-at-the-product-table\\\/\",\"name\":\"Giving customer support a seat at the product table - The Intercom Blog\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/putting-customer-support-at-the-product-table\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/putting-customer-support-at-the-product-table\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/wp-content\\\/uploads\\\/2017\\\/05\\\/Embedding_Customer_Support_Teams_Logo.jpg\",\"datePublished\":\"2017-05-03T16:35:24+00:00\",\"dateModified\":\"2020-07-30T11:57:58+00:00\",\"description\":\"Keeping the bonds between product and support is hard as your company scales. 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