Too many companies cut corners on customer support with the goal of spending as little as possible—and they get what they pay for! This is an integral part of their brand experience, and mediocre support service will leave an awful taste in a customer’s mouth. Fortunately, there are a few key things you can do to improve that experience.
Bill is a believer in making customer support available to everyone across the globe, so if you have customers in Pakistan, don’t limit your support hours to 9-to-5 Pacific Standard time. “We want to support people wherever they are,” he says, “So organizing around time zones is very important.”
Bill goes on to explain that, as Slack grew, their customer support team began to include more specialists who would handle specific support tasks, such as integration or billing. “I think that’s the natural evolution,” he says.
Finally, it’s important to make support available through a variety of channels—phone, chat, email, social media, etc.
In the end, a customer-centric approach to marketing weaves intuition and common sense with solid data about customer behavior.
Consider the brand experiences that have turned you into an advocate for a particular company, and do your best to emulate those techniques. Resist quick and easy marketing tricks (even if they generate easy leads or conversion), test your assumptions using helpful, long-term metrics, and work to provide real value every time a prospect or customer interacts with your brand.