Why is the Quality of Support Important?

Customer Support is the heart of the brand. For most customers, Support is the only dept they have a continuous relationship with. Their Support experience is their experience of the company.

In any SaaS company, the customer is regularly evaluating the build-vs-buy proposition.

One of the roles of Customer Experience (of which Support is a large part) is to make the “buy” option easy. Yes, if the build is clearly better financially, we’re going to lose. But on the margins, we want the customer to first not even consider trying to build because our offering is so satisfactory.

Second, as soon as they run into the first complex pain of building (which is why we have a market offering), they come back to us because we’re easy, nice to work with.

They might leave for operational/cost reasons. But their relationship with the company at the human level should never be a contributing factor.

We do this by making all the points that they interact with us as easy, painless, humane, empathetic as possible. Accessing Support is clear & easy, not hidden. It’s at `support.site.com`. it’s linked at every page, top & bottom. `support@site.com` is a valid inbox. 

That landing page provides docs and attempts at self-service, but those should be all carrot, very little stick. If I think I need to get in contact with a human, let me do that.