Support Guru

Customer Support

“Every customer should feel like they’re involved in a one-to-one conversation with a business”

“Customer happiness, engagement, loyalty and feedback can be influenced by support more than any other function of your business”

Customer support is the range of services you offer to help your customers get the most out of your product and to resolve their problems. Customer support includes things like answering customer questions, providing assistance with on boarding, troubleshooting, and upgrading customers to a new product or service. Depending on the industry, these services can range from call centers (phone support) to ticket-based helpdesks and email support, from self-serve knowledge bases to increasingly personal types of customer support using tools such as Intercom. Some companies interchangeably use terms such as customer service or even customer success, but while some insist on subtle nuanced differences between those fields, the larger principles should remain the same – making sure your customers get the best value possible from your product.

Why customer support is important for your business

We have always championed one aspect of customer support above all others – we intentionally avoid the concept of ascribing customers a support ticket or number when they make contact, because the people at the other end of the question are not numbers. By all means, we believe that behind the scenes, some ticketing workflows are useful, critical even – and that without them it’s hard to handle complex queries. But thinking of your customers as numbers rather than people hinders the sort of empathy that is key to successful customer support. That’s not to say that some customer questions or segments don’t require a faster first response than others, but ensuring your customer support team is empowered with tools and philosophies that allow them to connect and converse with your customers is key. Customer support should be personal. Every customer should feel like they’re involved in a one-to-one conversation with a business, not filing a one-off support ticket that isn’t treated as part of a broader relationship. As a business, this requires responding within a reasonable period of time honestly, personally and proactively.