{"id":25925,"date":"2021-05-25T12:00:16","date_gmt":"2021-05-25T11:00:16","guid":{"rendered":"https:\/\/www.intercom.com\/blog\/?p=25925"},"modified":"2024-07-12T17:30:16","modified_gmt":"2024-07-12T16:30:16","slug":"forrester-research-how-the-pandemic-changed-customer-support","status":"publish","type":"post","link":"https:\/\/www.intercom.com\/blog\/forrester-research-how-the-pandemic-changed-customer-support\/","title":{"rendered":"How the pandemic has changed customer support forever"},"content":{"rendered":"<p><span style=\"background-color: #ffffff;\">The COVID-19 pandemic has had an irreversible impact on how the world does business.<\/span><\/p>\n<p>Over the last year, companies have had to pivot to digital-first ways of working overnight; supply chains and distribution facilities worldwide have been majorly disrupted; and, in the midst of all this uncertainty, consumers have (understandably) been <a href=\"https:\/\/hbr.org\/2020\/04\/supporting-customer-service-through-the-coronavirus-crisis\/\">more anxious and frustrated<\/a> than ever.<\/p>\n<p>In the wake of these unprecedented changes and challenges, the way that companies and consumers interact with each other \u2013 and forge relationships \u2013 has also undergone a transformation. The channels we use to communicate have shifted dramatically, and <a href=\"https:\/\/www.intercom.com\/blog\/bridging-the-customer-expectation-gap\/\">customer expectations<\/a> for fast, personalized support are higher than ever. As a result, companies need to understand their customers and deliver to their high standards if they want to stay competitive.<\/p>\n<blockquote class=\"pullquote-style-one\"><p>&#8220;How can you ensure that your support team is still providing personable, conversational support at scale?&#8221;<\/p><\/blockquote>\n<p>So as customer support becomes increasingly digital-first, how can you ensure that your support team is still providing personable, conversational support at scale? And as support leaders and decision makers, how should you navigate this transition to set your team, organization, and customers up for long-term success?<\/p>\n<p>We commissioned <a href=\"https:\/\/go.forrester.com\/\">Forrester Consulting<\/a>, an independent research firm, to dig deeper into these questions and explore how conversational experiences are fuelling customer retention and business growth for major companies. In April 2021, they surveyed over 500 global customer support decision makers \u2013 executives, vice presidents, directors, and managers \u2013 across EMEA and the United States, to learn more about the changes they\u2019ve seen, and how they\u2019re future-proofing their customer support strategy with conversational support.<\/p>\n<p>The resulting study,\u00a0<em><a href=\"https:\/\/www.intercom.com\/blog\/drlp\/content\/forrester-study-2021\/\">Drive Conversational Experiences for a Future-Ready Customer Support Strategy<\/a>,<\/em>\u00a0found that:<\/p>\n<ul>\n<li>Messenger-based support is now the <strong>second most used support channel<\/strong>.<\/li>\n<li><strong>53% of support teams<\/strong> have seen an increase in support queries since COVID-19 hit.<\/li>\n<li><strong>71% of support leaders and decision makers<\/strong> believe the pandemic will have an enormous or large impact on how they address customer support long term.<\/li>\n<\/ul>\n<p>Here\u2019s what survey respondents and industry leaders have to say about the irreversible changes to customer support \u2013 and how you can use these insights to future-proof your team.<\/p>\n<blockquote class=\"pullquote-style-four\"><p>This is the first post in our series exploring the findings from <em><a href=\"https:\/\/www.intercom.com\/blog\/drlp\/content\/forrester-study-2021\/\">Drive Conversational Experiences for a Future-Ready Customer Support Strategy<\/a><\/em>, a commissioned study conducted by Forrester Consulting on behalf of Intercom in April 2021. You can read the other posts in this series <a href=\"https:\/\/www.intercom.com\/blog\/tag\/forrester\/\">here<\/a>.<\/p><\/blockquote>\n<h2 id=\"messaging-is-rapidly-becoming-a-key-channel-for-customer-support\">Messaging is rapidly becoming a key channel for customer support<\/h2>\n<p>One of the biggest shifts we\u2019re seeing is in how customers want to communicate with support teams. According to Forrester\u2019s research, prior to the pandemic, messaging was ranked fifth overall in terms of channel usage. Now, it\u2019s second.<\/p>\n<p>Not only that, but three of those top five slots are messenger-based: in addition to dedicated messaging platforms (such as WhatsApp and SMS), mobile applications with messaging capabilities and web-based live chat come in third and fifth respectively.<\/p>\n<blockquote class=\"pullquote-style-two\"><p>&#8220;In light of the specific challenges raised by the pandemic, messaging is proving to be the most effective way to strike a balance between great customer experience and business efficiency&#8221;<\/p><\/blockquote>\n<p>So how can we account for these messaging channels\u2019 dramatic rise to the top? In light of the specific challenges raised by the pandemic \u2013 namely, trying to manage more conversations of greater complexity and with fewer resources \u2013 messaging is proving to be the most effective way to strike a <a href=\"https:\/\/www.intercom.com\/blog\/conversational-support-efficiency\/\">balance between great customer experience and business efficiency<\/a>.<\/p>\n<p>Here\u2019s why customers <em>and<\/em> support teams have turned to messaging as their channel of choice over the last year.<\/p>\n<h2 id=\"messaging-provides-a-faster-more-efficient-customer-experience\">Messaging provides a faster, more efficient customer experience<\/h2>\n<p>Before the pandemic, Forrester\u2019s research notes that telephone support was the top ranked support channel, followed by email and in-person. The fall of in-person support makes sense, of course; 2020 saw the fall of in-person everything. As <a href=\"https:\/\/www.intercom.com\/blog\/podcasts\/shop-whats-in-store\/\">brick-and-mortar stores closed<\/a>, even businesses that previously weren\u2019t online had to <a href=\"https:\/\/www.intercom.com\/blog\/podcasts\/shop-making-the-move-online\/\">pivot to digital-first<\/a>. As a result, we\u2019ve seen a significant uptick in the need for digital communication channels, with 55% of respondents reporting an increased customer preference for interacting over digital channels.<\/p>\n<p>Of those digital channels, customers are showing a clear preference for asynchronous, <a href=\"https:\/\/www.intercom.com\/blog\/what-is-conversational\/\">conversational messaging<\/a>. This is different to traditional <a href=\"https:\/\/www.intercom.com\/blog\/live-chat-guide\/\">live chat<\/a>, because it\u2019s an ongoing conversation that can be stopped and restarted at any time. Customers\u2019 growing preference for this type of messaging makes sense: it\u2019s the medium they use everywhere in their lives, from communicating with friends and family on WhatsApp to collaborating with colleagues over <a href=\"https:\/\/www.intercom.com\/blog\/integrations\/slack\/\">Slack<\/a>.<\/p>\n<blockquote class=\"pullquote-style-one\"><p>\u201c73% of customers say that valuing their time is integral to a good customer support experience\u201d<\/p><\/blockquote>\n<p>With telephone support, customers often have to wait in line for hours to speak to an agent. And as a one-to-one medium, it requires both consumers and agents to give their full and exclusive attention to it in real time, which can be frustrating and time-wasting for both parties. Indeed, <a href=\"https:\/\/go.forrester.com\/blogs\/16-03-03-your_customers_dont_want_to_call_you_for_support\/\">73% of customers<\/a> say that valuing their time is integral to a good customer support experience; navigating robotic-sounding menus and then repeatedly explaining a problem to one support rep after another (often to find out that the issue couldn\u2019t be resolved then and there anyway) does not suggest that anyone&#8217;s time is being valued.<\/p>\n<p>On the other hand, email can take too long: <a href=\"https:\/\/www.superoffice.com\/blog\/live-chat-statistics\/\">one study found<\/a> that the average response time for emails was 12 hours, versus two minutes for live chat messages. Email also doesn\u2019t allow for the kind of <a href=\"https:\/\/www.intercom.com\/blog\/self-serve-support\/\">self-serve support<\/a> and <a href=\"https:\/\/www.intercom.com\/blog\/automated-answers\">smart automation<\/a> functionalities that can resolve queries instantly, so your customers don\u2019t need to wait to talk to a support rep at all \u2013 saving everyone valuable time.<\/p>\n<h2 id=\"messaging-allows-support-teams-to-be-more-productive-and-personal\">Messaging allows support teams to be more productive \u2013 and personal<\/h2>\n<p>For support teams, the research suggests, the shift to conversational, messenger-based support makes it easier to maximize their limited resources \u2013 especially when coupled with a strategic framework like the <a href=\"https:\/\/www.intercom.com\/blog\/campaign\/conversational-support-funnel\/overview\">Conversational Support Funnel<\/a>. By using a mix of <a href=\"https:\/\/www.intercom.com\/blog\/self-serve-support\/\">self-serve<\/a>, <a href=\"https:\/\/www.intercom.com\/blog\/proactive-support\/\">proactive<\/a>, and <a href=\"https:\/\/www.intercom.com\/blog\/personal-human-support\/\">human support<\/a>, they\u2019re able to prioritize incoming conversations more efficiently, get <a href=\"https:\/\/www.intercom.com\/blog\/announcing-conversation-topics-custom-reports\/\">deeper context<\/a> in order to deliver more tailored responses, and continue to build long-lasting relationships with customers.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-25945\" src=\"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2092\/05\/Inline-FP2-\u2013-Jack-Harrison-Sherlock-scaled.jpeg\" alt=\"Jack Harrison-Sherlock, Product Manager at Vend\" width=\"2560\" height=\"1434\" srcset=\"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2092\/05\/Inline-FP2-\u2013-Jack-Harrison-Sherlock-scaled.jpeg 2560w, https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2092\/05\/Inline-FP2-\u2013-Jack-Harrison-Sherlock-300x168.jpeg 300w, https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2092\/05\/Inline-FP2-\u2013-Jack-Harrison-Sherlock-700x392.jpeg 700w, https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2092\/05\/Inline-FP2-\u2013-Jack-Harrison-Sherlock-768x430.jpeg 768w, https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2092\/05\/Inline-FP2-\u2013-Jack-Harrison-Sherlock-1536x860.jpeg 1536w, https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2092\/05\/Inline-FP2-\u2013-Jack-Harrison-Sherlock-2048x1147.jpeg 2048w, https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2092\/05\/Inline-FP2-\u2013-Jack-Harrison-Sherlock-600x336.jpeg 600w, https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2092\/05\/Inline-FP2-\u2013-Jack-Harrison-Sherlock-1400x784.jpeg 1400w\" sizes=\"auto, (max-width: 2560px) 100vw, 2560px\" \/><\/p>\n<p>For example, when cloud-based point-of-sale and retail management solution <a href=\"https:\/\/www.vendhq.com\/\">Vend<\/a> saw a 24% increase in conversation volume due to pandemic-related lockdowns, they made the decision to temporarily switch off phone and email support and <a href=\"https:\/\/www.intercom.com\/blog\/customers\/vend\/\">move all conversations to chat<\/a>. With one primary support channel for all queries, they were able to provide their team members with more space and flexibility to navigate these high-stress situations and create a better experience for their support reps.<\/p>\n<blockquote class=\"pullquote-style-two\"><p>\u201cWe\u2019ve discovered a new working model for our team and it\u2019s resulting in the highest engagement scores ever from the team\u201d<\/p><\/blockquote>\n<p>\u201cEmail can be a really unproductive channel for support, with a lot of time lost amongst teammates sharing tickets, trying to gather information, and context shifting between each reply,\u201d says Jack Harrison-Sherlock, Product Manager at Vend. \u201cWith chat, there\u2019s ownership from beginning to end, which is not only a better experience for us, but also for our customers.\u201d<\/p>\n<p>Not only did this approach increase agent productivity by 48%, but customer happiness has improved, too: they\u2019ve seen a 30% increase in CSAT score since implementing a conversational messaging solution. \u201cWe\u2019ve discovered a new working model for our team and it\u2019s resulting in the highest engagement scores ever from the team,\u201d Jack says.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-25956 size-full\" src=\"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2021\/05\/MVKYEM_w-scaled.jpeg\" alt=\"58% of support leaders and decision-makers believe that customers prefer conversational, messenger-based engagements with brands.\" width=\"2560\" height=\"1387\" srcset=\"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2021\/05\/MVKYEM_w-scaled.jpeg 2560w, https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2021\/05\/MVKYEM_w-300x163.jpeg 300w, https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2021\/05\/MVKYEM_w-700x379.jpeg 700w, https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2021\/05\/MVKYEM_w-768x416.jpeg 768w, https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2021\/05\/MVKYEM_w-1536x832.jpeg 1536w, https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2021\/05\/MVKYEM_w-2048x1110.jpeg 2048w, https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2021\/05\/MVKYEM_w-600x325.jpeg 600w, https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2021\/05\/MVKYEM_w-1400x758.jpeg 1400w\" sizes=\"auto, (max-width: 2560px) 100vw, 2560px\" \/><\/p>\n<p>With all of these benefits, it\u2019s easy to see why 58% of companies believe that customers prefer conversational, messenger-based engagements with brands \u2013 and half of all respondents plan to introduce new digital channels to keep up with this demand.<\/p>\n<h2 id=\"delivering-exceptional-customer-support-experiences-is-harder-and-more-important-than-ever\">Delivering exceptional customer support experiences is harder \u2013 and more important \u2013 than ever<\/h2>\n<p>As we\u2019ve already seen, support leaders and teams have seen an increase in both conversation volume and interaction complexity since the beginning of the pandemic.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-25955 size-full\" src=\"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2021\/05\/a3_JCxLA-scaled.jpeg\" alt=\"53% of support teams have seen a meaningful increase in support queries since COVID-19 hit.\" width=\"2560\" height=\"1387\" srcset=\"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2021\/05\/a3_JCxLA-scaled.jpeg 2560w, https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2021\/05\/a3_JCxLA-300x163.jpeg 300w, https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2021\/05\/a3_JCxLA-700x379.jpeg 700w, https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2021\/05\/a3_JCxLA-768x416.jpeg 768w, https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2021\/05\/a3_JCxLA-1536x832.jpeg 1536w, https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2021\/05\/a3_JCxLA-2048x1110.jpeg 2048w, https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2021\/05\/a3_JCxLA-600x325.jpeg 600w, https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2021\/05\/a3_JCxLA-1400x758.jpeg 1400w\" sizes=\"auto, (max-width: 2560px) 100vw, 2560px\" \/><\/p>\n<p>Since the beginning of the pandemic, 53% of decision-makers surveyed report an increase in conversation volume. Of those, nearly three in 10 (28%) saw between a 10% and 50% increase in volume. Meanwhile, 49% of those surveyed report an increased number of highly complex customer interactions.<\/p>\n<blockquote class=\"pullquote-style-one\"><p>\u201cNot only are the majority of support teams getting more queries \u2013 sometimes even twice as many \u2013 but those queries are also harder to resolve\u201d<\/p><\/blockquote>\n<p>That means that not only are the majority of support teams getting more queries \u2013 sometimes even twice as many \u2013 but those queries are also harder to resolve. For example, 32% of respondents have noted that their teams have received more emotional customer support interactions, while 39% have seen increased <a href=\"https:\/\/www.intercom.com\/blog\/bridging-the-customer-expectation-gap\/\">customer expectations<\/a> for organizations to do the right thing for them as they attempt to navigate these difficult global circumstances.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-25942\" src=\"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2092\/05\/Inline-\u2013-Vlada-Masevich-scaled.jpeg\" alt=\"Vlada Masevich, Head of Customer Success at Survicate\" width=\"2560\" height=\"1569\" srcset=\"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2092\/05\/Inline-\u2013-Vlada-Masevich-scaled.jpeg 2560w, https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2092\/05\/Inline-\u2013-Vlada-Masevich-300x184.jpeg 300w, https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2092\/05\/Inline-\u2013-Vlada-Masevich-700x429.jpeg 700w, https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2092\/05\/Inline-\u2013-Vlada-Masevich-768x471.jpeg 768w, https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2092\/05\/Inline-\u2013-Vlada-Masevich-1536x941.jpeg 1536w, https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2092\/05\/Inline-\u2013-Vlada-Masevich-2048x1255.jpeg 2048w, https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2092\/05\/Inline-\u2013-Vlada-Masevich-600x368.jpeg 600w, https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2092\/05\/Inline-\u2013-Vlada-Masevich-1400x858.jpeg 1400w\" sizes=\"auto, (max-width: 2560px) 100vw, 2560px\" \/><\/p>\n<p>These <a href=\"https:\/\/www.intercom.com\/blog\/how-to-support-angry-customers\/\">sensitive conversations can be difficult<\/a> to manage. \u201cSince the beginning of the pandemic, we have noticed that customers are more frustrated than ever due to the future\u2019s unpredictability,\u201d says Vlada Masevich, Head of Customer Success at <a href=\"https:\/\/survicate.com\/\">Survicate<\/a>. To address this, Vlada and her team have started providing personalized support before customers even know they need it. \u201cWe have shifted our priority from a reactive to a <a href=\"https:\/\/www.intercom.com\/blog\/proactive-support\/\">proactive approach<\/a> to delight customers and make sure that they stay with us,\u201d she says.<\/p>\n<blockquote class=\"pullquote-style-two\"><p>\u201cI think we all expect a level of emotional empathy in our interactions due to the environment we\u2019re all in\u201d<\/p><\/blockquote>\n<p>Proactive support and increased automation are two ways that support leaders are providing personalized support at scale <a href=\"https:\/\/www.intercom.com\/blog\/podcasts\/ryan-steinberg-on-fostering-empathetic-automation\/\">without sacrificing on empathy<\/a>, which is more important than ever. \u201cI think we all expect a level of emotional empathy in our interactions due to the environment we\u2019re all in,\u201d <a href=\"https:\/\/www.intercom.com\/blog\/bridging-the-customer-expectation-gap\/\">says Jean-Bernard Baptiste<\/a>, Senior Manager of Customer Support at <a href=\"https:\/\/www.hubspot.com\/\">HubSpot<\/a>.<\/p>\n<p>In light of these requirements, leaders and decision-makers are seeing an increased need for customer support (48%), and particularly for personalized interactions (46%). And this has brought the role \u2013 and impact \u2013 of customer support into relief for many organizations, too. Considering the immediate impact of COVID-19 on the business environment, 76% believe that improved customer satisfaction will become a top priority at their organization, while 73% agree that customer support is now \u2013 and will continue to be \u2013 recognized as a more important function in their company.<\/p>\n<blockquote class=\"pullquote-style-one\"><p>\u201c69% of those surveyed believe that the strongest customer relationships are built through personalized support experiences\u201d<\/p><\/blockquote>\n<p>So while the expectations of customers \u2013 and business leaders \u2013 surrounding support interactions are higher than ever, so too are the stakes. Of those surveyed, 69% believe that the strongest customer relationships are built through personalized support experiences \u2013 and as we know, those customer relationships are the <a href=\"https:\/\/www.intercom.com\/blog\/conversational-relationships\/\">key to unlocking your business growth<\/a> and potential.<\/p>\n<h2 id=\"the-customer-support-landscape-has-changed-for-good\">The customer support landscape has changed for good<\/h2>\n<p>The main thing we learned from this research? There\u2019s no going back.<\/p>\n<p>While support leaders report that there have been many noticeable immediate, short-term changes \u2013 shifting channel preferences, rising conversation volumes, and increasing customer expectations, to name just a few \u2013 it\u2019s clear that they will have long-term effects.<\/p>\n<p>In fact, 71% believe the pandemic will have an enormous or large impact on how their organization addresses customer support in the long term.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-25954 size-full\" src=\"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2021\/05\/zxPR0VRg-scaled.jpeg\" alt=\"71% of respondents believe the pandemic will have an enormous or large impact\" width=\"2560\" height=\"1387\" srcset=\"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2021\/05\/zxPR0VRg-scaled.jpeg 2560w, https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2021\/05\/zxPR0VRg-300x163.jpeg 300w, https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2021\/05\/zxPR0VRg-700x379.jpeg 700w, https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2021\/05\/zxPR0VRg-768x416.jpeg 768w, https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2021\/05\/zxPR0VRg-1536x832.jpeg 1536w, https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2021\/05\/zxPR0VRg-2048x1110.jpeg 2048w, https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2021\/05\/zxPR0VRg-600x325.jpeg 600w, https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2021\/05\/zxPR0VRg-1400x758.jpeg 1400w\" sizes=\"auto, (max-width: 2560px) 100vw, 2560px\" \/><\/p>\n<p>\u201cYou\u2019re seeing a lot of businesses being more intentional about investing in customer support because they realize how important it is,\u201d <a href=\"https:\/\/www.intercom.com\/blog\/success-at-scale-hubspot\/\">says Jean-Bernard<\/a>. Whether by introducing new digital channels, implementing <a href=\"https:\/\/www.intercom.com\/blog\/campaign\/conversational-support-funnel\/overview\">strategic frameworks<\/a>, investing in new tools, or leveraging automation and self-serve support, it\u2019s clear that industry leaders are focused on meeting their customers\u2019 needs and setting them up for long-term success.<\/p>\n<blockquote class=\"pullquote-style-two\"><p>\u201cThe switch to messaging-based support channels hasn\u2019t just changed the landscape of customer support; it\u2019s changed its <em>infrastructure<\/em>\u201d<\/p><\/blockquote>\n<p>But there\u2019s another element at play too. The switch to messaging-based support channels hasn\u2019t just changed the landscape of customer support; it\u2019s changed the <em>infrastructure <\/em>of support too.<\/p>\n<p>Switching to digital-based messaging channels means that you\u2019re now gathering more searchable, contextual information than ever before. Unlike in-person and phone support, messaging gives you a huge collection of analyzable, segmentable data. Having this wealth of additional information and context allows you to dig deeper into your customers\u2019 needs, as well as your own operational processes and workflows, to <a href=\"https:\/\/www.intercom.com\/blog\/announcing-conversation-topics-custom-reports\/\">get greater insights<\/a>, so you can spot opportunities for optimization and make your support team even more impactful.<\/p>\n<p>This is valuable data that would have been lost in other channels. What\u2019s more, messaging-based support experiences allow you to get all of this information without requiring any extra effort from your team or customers. In fact, it\u2019s still more lightweight, cost-effective, and efficient than the alternatives.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-25944\" src=\"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2092\/05\/Inline-\u2013-Christine-Werner-Typeform-scaled.jpeg\" alt=\"Christine Werner, Senior Director of Customer Success at Typeform\" width=\"2560\" height=\"1413\" srcset=\"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2092\/05\/Inline-\u2013-Christine-Werner-Typeform-scaled.jpeg 2560w, https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2092\/05\/Inline-\u2013-Christine-Werner-Typeform-300x166.jpeg 300w, https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2092\/05\/Inline-\u2013-Christine-Werner-Typeform-700x386.jpeg 700w, https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2092\/05\/Inline-\u2013-Christine-Werner-Typeform-768x424.jpeg 768w, https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2092\/05\/Inline-\u2013-Christine-Werner-Typeform-1536x848.jpeg 1536w, https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2092\/05\/Inline-\u2013-Christine-Werner-Typeform-2048x1130.jpeg 2048w, https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2092\/05\/Inline-\u2013-Christine-Werner-Typeform-600x331.jpeg 600w, https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2092\/05\/Inline-\u2013-Christine-Werner-Typeform-1400x772.jpeg 1400w\" sizes=\"auto, (max-width: 2560px) 100vw, 2560px\" \/><\/p>\n<p>When it comes to providing exceptional conversational support experiences, that knowledge becomes power. \u201cIn order to ensure you\u2019re creating the right experiences for your customers, it\u2019s imperative to first understand their needs, the jobs to be done, and what their desired outcomes are,\u201d <a href=\"https:\/\/www.intercom.com\/blog\/typeform-blueprints-for-customer-success\/\">says Christine Werner<\/a>, Senior Director of Customer Success at <a href=\"https:\/\/www.typeform.com\/\">Typeform<\/a>.<\/p>\n<h2 id=\"the-new-normal\">The new normal<\/h2>\n<p>Messaging-based support experiences. Efficient automation that protects your support reps from repetitive questions. Personalized self-serve capabilities that empower your customers to answer their own questions in their own time. This is what the new normal of customer support looks like. Is your team prepared to meet it?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The last year has had an irreversible impact on how companies and customers interact with each other \u2013 and there\u2019s no going back.<\/p>\n","protected":false},"author":461,"featured_media":25939,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"category":[3],"tags":[23755,23164,21570,24882,24924,144],"coauthors":[24770],"class_list":["post-25925","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-customer-support","tag-conversational-support","tag-conversational-support-funnel","tag-covid-19","tag-customer-mention","tag-forrester","tag-research"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How the Pandemic Has Changed Customer Support - Scale by Intercom<\/title>\n<meta name=\"description\" content=\"The last year has had an irreversible impact on how companies and customers interact with each other \u2013 and there\u2019s no going back.\" \/>\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\/forrester-research-how-the-pandemic-changed-customer-support\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How the pandemic has changed customer support forever\" \/>\n<meta property=\"og:description\" content=\"The last year has had an irreversible impact on how companies and customers interact with each other \u2013 and there\u2019s no going back.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.intercom.com\/blog\/forrester-research-how-the-pandemic-changed-customer-support\/\" \/>\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=\"2021-05-25T11:00:16+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-07-12T16:30:16+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2092\/05\/How-the-pandemic-has-changed-customer-support-forever-hero-scaled.jpeg\" \/>\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=\"Anna Murphy\" \/>\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=\"Anna Murphy\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"11 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/forrester-research-how-the-pandemic-changed-customer-support\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/forrester-research-how-the-pandemic-changed-customer-support\\\/\"},\"author\":{\"name\":\"Anna Murphy\",\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/#\\\/schema\\\/person\\\/f9e8bd8031fa64bb293c2988ad0219d4\"},\"headline\":\"How the pandemic has changed customer support forever\",\"datePublished\":\"2021-05-25T11:00:16+00:00\",\"dateModified\":\"2024-07-12T16:30:16+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/forrester-research-how-the-pandemic-changed-customer-support\\\/\"},\"wordCount\":2180,\"publisher\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/forrester-research-how-the-pandemic-changed-customer-support\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/wp-content\\\/uploads\\\/2092\\\/05\\\/How-the-pandemic-has-changed-customer-support-forever-hero-scaled.jpeg\",\"keywords\":[\"conversational support\",\"conversational support funnel\",\"Covid-19\",\"customer mention\",\"Forrester study 2021\",\"research\"],\"articleSection\":[\"Customer Service\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/forrester-research-how-the-pandemic-changed-customer-support\\\/\",\"url\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/forrester-research-how-the-pandemic-changed-customer-support\\\/\",\"name\":\"How the Pandemic Has Changed Customer Support - Scale by Intercom\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/forrester-research-how-the-pandemic-changed-customer-support\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/forrester-research-how-the-pandemic-changed-customer-support\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/wp-content\\\/uploads\\\/2092\\\/05\\\/How-the-pandemic-has-changed-customer-support-forever-hero-scaled.jpeg\",\"datePublished\":\"2021-05-25T11:00:16+00:00\",\"dateModified\":\"2024-07-12T16:30:16+00:00\",\"description\":\"The last year has had an irreversible impact on how companies and customers interact with each other \u2013 and there\u2019s no going back.\",\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/www.intercom.com\\\/blog\\\/forrester-research-how-the-pandemic-changed-customer-support\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/forrester-research-how-the-pandemic-changed-customer-support\\\/#primaryimage\",\"url\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/wp-content\\\/uploads\\\/2092\\\/05\\\/How-the-pandemic-has-changed-customer-support-forever-hero-scaled.jpeg\",\"contentUrl\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/wp-content\\\/uploads\\\/2092\\\/05\\\/How-the-pandemic-has-changed-customer-support-forever-hero-scaled.jpeg\",\"width\":2560,\"height\":1213},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/#website\",\"url\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/\",\"name\":\"The Intercom Blog\",\"description\":\"Articles and Podcasts on Customer Service, AI and Automation, Product, and more\",\"publisher\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/#organization\",\"name\":\"The Intercom Blog\",\"url\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/wp-content\\\/uploads\\\/2019\\\/08\\\/Intercom-logo-sq-black-trans.png\",\"contentUrl\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/wp-content\\\/uploads\\\/2019\\\/08\\\/Intercom-logo-sq-black-trans.png\",\"width\":1000,\"height\":1000,\"caption\":\"The Intercom Blog\"},\"image\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/www.facebook.com\\\/intercominc\",\"https:\\\/\\\/x.com\\\/intercom\",\"https:\\\/\\\/www.instagram.com\\\/intercom\\\/\",\"https:\\\/\\\/www.linkedin.com\\\/company\\\/2491343\",\"https:\\\/\\\/www.pinterest.ie\\\/intercom\\\/\",\"https:\\\/\\\/www.youtube.com\\\/channel\\\/UCJG0MvLP03kyzzAkD-w98aQ\",\"https:\\\/\\\/en.wikipedia.org\\\/wiki\\\/Intercom_(company)\"]},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/#\\\/schema\\\/person\\\/f9e8bd8031fa64bb293c2988ad0219d4\",\"name\":\"Anna Murphy\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/54f45235d6cbad72b15140edcf0df4304c0e4833e326b96b7295a9fd58ced14e?s=96&d=mm&r=pgd4d1c11354360008b87fed746a652e1b\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/54f45235d6cbad72b15140edcf0df4304c0e4833e326b96b7295a9fd58ced14e?s=96&d=mm&r=pg\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/54f45235d6cbad72b15140edcf0df4304c0e4833e326b96b7295a9fd58ced14e?s=96&d=mm&r=pg\",\"caption\":\"Anna Murphy\"},\"sameAs\":[\"https:\\\/\\\/www.linkedin.com\\\/in\\\/annastephaniemurphy\\\/\"],\"url\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/author\\\/anna_murphy\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"How the Pandemic Has Changed Customer Support - Scale by Intercom","description":"The last year has had an irreversible impact on how companies and customers interact with each other \u2013 and there\u2019s no going back.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.intercom.com\/blog\/forrester-research-how-the-pandemic-changed-customer-support\/","og_locale":"en_US","og_type":"article","og_title":"How the pandemic has changed customer support forever","og_description":"The last year has had an irreversible impact on how companies and customers interact with each other \u2013 and there\u2019s no going back.","og_url":"https:\/\/www.intercom.com\/blog\/forrester-research-how-the-pandemic-changed-customer-support\/","og_site_name":"The Intercom Blog","article_publisher":"https:\/\/www.facebook.com\/intercominc","article_published_time":"2021-05-25T11:00:16+00:00","article_modified_time":"2024-07-12T16:30:16+00:00","og_image":[{"width":2560,"height":1213,"url":"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2092\/05\/How-the-pandemic-has-changed-customer-support-forever-hero-scaled.jpeg","type":"image\/jpeg"}],"author":"Anna Murphy","twitter_card":"summary_large_image","twitter_creator":"@intercom","twitter_site":"@intercom","twitter_misc":{"Written by":"Anna Murphy","Est. reading time":"11 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.intercom.com\/blog\/forrester-research-how-the-pandemic-changed-customer-support\/#article","isPartOf":{"@id":"https:\/\/www.intercom.com\/blog\/forrester-research-how-the-pandemic-changed-customer-support\/"},"author":{"name":"Anna Murphy","@id":"https:\/\/www.intercom.com\/blog\/#\/schema\/person\/f9e8bd8031fa64bb293c2988ad0219d4"},"headline":"How the pandemic has changed customer support forever","datePublished":"2021-05-25T11:00:16+00:00","dateModified":"2024-07-12T16:30:16+00:00","mainEntityOfPage":{"@id":"https:\/\/www.intercom.com\/blog\/forrester-research-how-the-pandemic-changed-customer-support\/"},"wordCount":2180,"publisher":{"@id":"https:\/\/www.intercom.com\/blog\/#organization"},"image":{"@id":"https:\/\/www.intercom.com\/blog\/forrester-research-how-the-pandemic-changed-customer-support\/#primaryimage"},"thumbnailUrl":"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2092\/05\/How-the-pandemic-has-changed-customer-support-forever-hero-scaled.jpeg","keywords":["conversational support","conversational support funnel","Covid-19","customer mention","Forrester study 2021","research"],"articleSection":["Customer Service"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/www.intercom.com\/blog\/forrester-research-how-the-pandemic-changed-customer-support\/","url":"https:\/\/www.intercom.com\/blog\/forrester-research-how-the-pandemic-changed-customer-support\/","name":"How the Pandemic Has Changed Customer Support - Scale by Intercom","isPartOf":{"@id":"https:\/\/www.intercom.com\/blog\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.intercom.com\/blog\/forrester-research-how-the-pandemic-changed-customer-support\/#primaryimage"},"image":{"@id":"https:\/\/www.intercom.com\/blog\/forrester-research-how-the-pandemic-changed-customer-support\/#primaryimage"},"thumbnailUrl":"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2092\/05\/How-the-pandemic-has-changed-customer-support-forever-hero-scaled.jpeg","datePublished":"2021-05-25T11:00:16+00:00","dateModified":"2024-07-12T16:30:16+00:00","description":"The last year has had an irreversible impact on how companies and customers interact with each other \u2013 and there\u2019s no going back.","inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.intercom.com\/blog\/forrester-research-how-the-pandemic-changed-customer-support\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.intercom.com\/blog\/forrester-research-how-the-pandemic-changed-customer-support\/#primaryimage","url":"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2092\/05\/How-the-pandemic-has-changed-customer-support-forever-hero-scaled.jpeg","contentUrl":"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2092\/05\/How-the-pandemic-has-changed-customer-support-forever-hero-scaled.jpeg","width":2560,"height":1213},{"@type":"WebSite","@id":"https:\/\/www.intercom.com\/blog\/#website","url":"https:\/\/www.intercom.com\/blog\/","name":"The Intercom Blog","description":"Articles and Podcasts on Customer Service, AI and Automation, Product, and more","publisher":{"@id":"https:\/\/www.intercom.com\/blog\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.intercom.com\/blog\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/www.intercom.com\/blog\/#organization","name":"The Intercom Blog","url":"https:\/\/www.intercom.com\/blog\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.intercom.com\/blog\/#\/schema\/logo\/image\/","url":"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2019\/08\/Intercom-logo-sq-black-trans.png","contentUrl":"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2019\/08\/Intercom-logo-sq-black-trans.png","width":1000,"height":1000,"caption":"The Intercom Blog"},"image":{"@id":"https:\/\/www.intercom.com\/blog\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/intercominc","https:\/\/x.com\/intercom","https:\/\/www.instagram.com\/intercom\/","https:\/\/www.linkedin.com\/company\/2491343","https:\/\/www.pinterest.ie\/intercom\/","https:\/\/www.youtube.com\/channel\/UCJG0MvLP03kyzzAkD-w98aQ","https:\/\/en.wikipedia.org\/wiki\/Intercom_(company)"]},{"@type":"Person","@id":"https:\/\/www.intercom.com\/blog\/#\/schema\/person\/f9e8bd8031fa64bb293c2988ad0219d4","name":"Anna Murphy","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/54f45235d6cbad72b15140edcf0df4304c0e4833e326b96b7295a9fd58ced14e?s=96&d=mm&r=pgd4d1c11354360008b87fed746a652e1b","url":"https:\/\/secure.gravatar.com\/avatar\/54f45235d6cbad72b15140edcf0df4304c0e4833e326b96b7295a9fd58ced14e?s=96&d=mm&r=pg","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/54f45235d6cbad72b15140edcf0df4304c0e4833e326b96b7295a9fd58ced14e?s=96&d=mm&r=pg","caption":"Anna Murphy"},"sameAs":["https:\/\/www.linkedin.com\/in\/annastephaniemurphy\/"],"url":"https:\/\/www.intercom.com\/blog\/author\/anna_murphy\/"}]}},"jetpack_featured_media_url":"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2092\/05\/How-the-pandemic-has-changed-customer-support-forever-hero-scaled.jpeg","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/www.intercom.com\/blog\/wp-json\/wp\/v2\/posts\/25925","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.intercom.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.intercom.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.intercom.com\/blog\/wp-json\/wp\/v2\/users\/461"}],"replies":[{"embeddable":true,"href":"https:\/\/www.intercom.com\/blog\/wp-json\/wp\/v2\/comments?post=25925"}],"version-history":[{"count":0,"href":"https:\/\/www.intercom.com\/blog\/wp-json\/wp\/v2\/posts\/25925\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.intercom.com\/blog\/wp-json\/wp\/v2\/media\/25939"}],"wp:attachment":[{"href":"https:\/\/www.intercom.com\/blog\/wp-json\/wp\/v2\/media?parent=25925"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.intercom.com\/blog\/wp-json\/wp\/v2\/category?post=25925"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.intercom.com\/blog\/wp-json\/wp\/v2\/tags?post=25925"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/www.intercom.com\/blog\/wp-json\/wp\/v2\/coauthors?post=25925"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}