{"id":24770,"date":"2020-09-30T12:57:28","date_gmt":"2020-09-30T11:57:28","guid":{"rendered":"https:\/\/www.intercom.com\/blog\/?p=24770"},"modified":"2023-03-06T16:28:28","modified_gmt":"2023-03-06T16:28:28","slug":"aircalls-ian-maclean-on-the-swivel-chair-effect","status":"publish","type":"post","link":"https:\/\/www.intercom.com\/blog\/aircalls-ian-maclean-on-the-swivel-chair-effect\/","title":{"rendered":"Aircall\u2019s Global Head of Customer Care Ian MacLean on preventing the ‘swivel chair effect’"},"content":{"rendered":"

Ian MacLean is the Global Head of Customer Care at Aircall<\/a>, the cloud-based phone system for modern business. With a mission to bring value to voice, Ian\u2019s team of customer care specialists focus on building strong, lasting relationships with their customers, going far beyond just offering a plug-in phone system.<\/p>\n

This is the first in a recurring series of articles looking at how modern support leaders are navigating the support landscape as it continues to evolve. With customer expectations on the rise, we look to find out how support leaders are creating best-in-class experiences to meet those expectations, and what support teams need to be set up for success as the future unfolds.<\/em><\/p>\n

Having worked in the customer support industry for many years, Ian explains that support teams are often faced with what\u2019s known as the \u201cswivel chair effect\u201d \u2013 the process of having to switch between multiple tools and screens to gather the necessary information or context to solve a problem. Aiming to simplify that process, the Aircall team has built out a suite of integrations with systems such as Salesforce and Intercom, enabling its customers to seamlessly marry the systems they use on a day-to-day basis with their phone system and eliminate the need for manual data exchange.<\/p>\n

Working together towards a single goal<\/h2>\n

Aircall is dedicated to providing a consistent experience for its customers as they progress through their journey, which is why the support arm of the organization is so extensive. From Ian\u2019s customer care team, to onboarding, customer success, and specialist teams focused on porting, knowledge, and training, it\u2019s obvious that customer relations are at the core of Aircall\u2019s business \u2013 in every way. Aircall customers can receive support over the phone, through the Intercom Messenger<\/a>, or by submitting a ticket for their query. Across all of these channels, KPIs such as CSAT scores and NPS are helping the teams to keep a close pulse on customer sentiment and provide extra help where it\u2019s needed.<\/p>\n

<\/p>\n

As Ian shares, from the moment a customer signs up to your product, there\u2019s ownership of their account \u2013 whether their key point person is in sales, onboarding, or customer success. Having that point person is an important part of the customer\u2019s journey, but their relationship with other teams in your organization often goes deeper. In Aircall, making sure that everything is in good shape for its customers at the end of the day is a collaborative effort, with the customer care, porting, and knowledge teams working behind the scenes to make sure every customer is getting the best possible experience.<\/p>\n

The shape of support<\/h2>\n

The Conversational Support Funnel<\/a> breaks the customer support journey down into three stages: proactive, self-service, and human \u2013 the point of the journey at which you\u2019re interacting one-on-one with a support agent. Drawing on years of industry experience, Ian shares that, \u201cProactive support is what we all dream of,\u201d and that his team are actively working to get ahead of known issues, providing support before customers are even aware they need it.<\/p>\n

<\/p>\n

Given that the nature of Aircall\u2019s business is live phone lines, a large portion of the team\u2019s customer support is reactive. With Intercom\u2019s Custom Bots<\/a> and Articles<\/a>, Ian\u2019s team has created a self-service support journey that guides customers down custom paths based on their query, enabling them to reference support docs to help resolve the issue. What Ian is noticing is that customers are having lots of interactions with the bots and help docs before ever needing to speak to an agent, freeing up his team to deal with more sensitive and urgent conversations.<\/p>\n

Using automation to power human support<\/h2>\n

While humans are \u2013 and always will be \u2013 at the center of Aircall\u2019s support operation, Ian acknowledges the power that automation affords his team to focus on what really matters. Using upfront collection bots<\/a>, support agents can collect valuable information to help them quickly resolve customer queries, without having to spend precious minutes trying to understand the question. Using this method of information collection, Ian\u2019s team has been able to keep its resolution times to a minimum, and CSAT scores high.<\/p>\n

<\/p>\n

Speaking about the role technology plays in support, Ian looks at it as humans driving automation to power the behind-the-scenes work so they can focus on human-to-human interactions. \u201cIf somebody on my team can make a process happen with one click \u2013 or no clicks \u2013 all the better, because it means they can spend that time building a relationship with the customer,\u201d he says.<\/p>\n

A tech stack for success<\/h2>\n

Choosing tools for your support tech stack is a careful and considered process. At Aircall, the team has integrated several systems to build their support operation, including Intercom for its live chat and knowledge base, JIRA for ticketing, and of course, Aircall for phone support.<\/p>\n

<\/p>\n

Sharing his customer-centric approach to building a support tech stack, Ian\u2019s advice for support leaders looking to improve their support experience is, \u201cFind a tool that\u2019s going to improve the experience of the customer, have a clearly defined focus and set of initiatives for what you want the tool to do, and make it work with everything else you have going on.\u201d<\/p>\n

Building for the future<\/h2>\n

As an industry, customer support is undergoing massive change. The bygone days of \u201cgood enough\u201d are now a distant memory, and customers are expecting more. When it comes to building a support experience that lasts the test of time, Ian emphasises the importance of balancing what already works with what\u2019s next. In his own words, \u201cYou want to blend together the best parts of the experiences your customers have had, but also look to do something different and push what you can do for your customers to its limits.\u201d<\/p>\n

\u201cWe need to keep doing our job and make sure that we\u2019re providing a great level of service\u201d<\/p><\/blockquote>\n

COVID-19 has undeniably had reverberations on the support industry as a whole, with people needing more support than ever. Fortunately for Aircall\u2019s team and customers, the company\u2019s focus on systems consolidation meant that transitioning their phone systems from an office to home working environment was as simple as plugging out and plugging them back in. Despite the challenges brought about for Aircall\u2019s team as a result of the pandemic, Ian attests that their customers kept them motivated, saying, \u201cWe need to keep doing our job and make sure that we\u2019re providing a great level of service.\u201d<\/p>\n\n","protected":false},"excerpt":{"rendered":"

Aircall’s Global Head of Customer Care Ian MacLean explores the importance of having an integrated support tech stack to avoid what’s known as the “swivel chair effect” \u2013\u00a0switching between multiple tools and screens to gather enough context to solve a problem.<\/p>\n","protected":false},"author":443,"featured_media":24776,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"category":[3],"tags":[23164,24766],"coauthors":[22320],"class_list":["post-24770","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-customer-support","tag-conversational-support-funnel","tag-support-landscape"],"yoast_head":"\nAircall\u2019s Global Head of Customer Care Ian MacLean on preventing the 'swivel chair effect' - The Intercom Blog<\/title>\n<meta name=\"description\" content=\"Aircall's Ian MacLean explores how to avoid "the swivel chair effect" \u2013 having to\u00a0switch between multiple tools to solve a problem.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.intercom.com\/blog\/aircalls-ian-maclean-on-the-swivel-chair-effect\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Aircall\u2019s Global Head of Customer Care Ian MacLean on preventing the 'swivel chair effect'\" \/>\n<meta property=\"og:description\" content=\"Aircall's Ian MacLean explores how to avoid "the swivel chair effect" \u2013 having to\u00a0switch between multiple tools to solve a problem.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.intercom.com\/blog\/aircalls-ian-maclean-on-the-swivel-chair-effect\/\" \/>\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=\"2020-09-30T11:57:28+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-03-06T16:28:28+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2020\/09\/Podcast-Scale-2.0-Hero-v3-scaled.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"1213\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Beth McEntee\" \/>\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=\"Beth McEntee\" \/>\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\\\/aircalls-ian-maclean-on-the-swivel-chair-effect\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/aircalls-ian-maclean-on-the-swivel-chair-effect\\\/\"},\"author\":{\"name\":\"Beth McEntee\",\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/#\\\/schema\\\/person\\\/8eab15351f86bed98b1016f179b03b54\"},\"headline\":\"Aircall\u2019s Global Head of Customer Care Ian MacLean on preventing the ‘swivel chair effect’\",\"datePublished\":\"2020-09-30T11:57:28+00:00\",\"dateModified\":\"2023-03-06T16:28:28+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/aircalls-ian-maclean-on-the-swivel-chair-effect\\\/\"},\"wordCount\":1105,\"publisher\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/aircalls-ian-maclean-on-the-swivel-chair-effect\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/wp-content\\\/uploads\\\/2020\\\/09\\\/Podcast-Scale-2.0-Hero-v3-scaled.jpg\",\"keywords\":[\"conversational support funnel\",\"support landscape\"],\"articleSection\":[\"Customer Service\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/aircalls-ian-maclean-on-the-swivel-chair-effect\\\/\",\"url\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/aircalls-ian-maclean-on-the-swivel-chair-effect\\\/\",\"name\":\"Aircall\u2019s Global Head of Customer Care Ian MacLean on preventing the 'swivel chair effect' - 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