We love that show. Is it still running? Never mind, just checked, it’s still playing on the Discovery Channel. We especially loved that episode where they had to survive in the wilderness using just duct-tape and bubble wrap. Awesome.
We digress. We’re actually here to talk about certain myths regarding customer support. After putting down the final touches on our book (to be released soon, actually), we sat together to gather our thoughts on what we had learned over the past year. And to be honest, we were amazed at what we were able to gather, both in terms of our own experiences and our customers’ experiences. The most standout thing, however, was how certain perceptions about customer support seemed to hinder an entire company’s mindset and culture around getting “it” right. So here’s our list of myths. Feel free to bust these myths on your own accord and let us know!
Myth #1: The best CEOs are tough, cunning, and regimental. They can’t be seen wasting their time smoothing out one-off customer issues.
CEOs are that and much more. In addition to working toward qualities that resemble the likes of Elon Musk and Steve Jobs, CEOs need to be sympathetic and empathetic. Our experiences show that when CEOs care about certain things, it somehow seems to affect down the chain of command. The misperception is that if a customer sees an email from the CEO (or C-whatever), it makes the company appear small or desperate. We think the opposite is actually true. When the Cs answer customers’ concerns, it shows that the company cares and gives a $#&%. When CEOs become too good for this, perhaps it’s also time for others to become too good for this.
Myth #2: Relax. We’ve got social media to show people that we’re hip and we’re fast.
Being hip and fast means nothing if you’re constantly making mistakes and apologizing. More importantly, social media doesn’t get to just replace amazing customer support experiences. We think it’s better to treat customers right in the first place than having to go back and make amends. And please, stop apologizing and focus on the helping part of customer support. When customers write to you, focus on what they actually need rather than just getting a reply out into the world so others can see that you’re going through the motions. If you get it right, social media won’t be a place where you can potentially get ridiculed but a place where thousands of people can give your company genuine props.
Myth #3: Let’s hustle. We need new customers. Don’t worry too much about the customers we already have. They’re happy.
Wrong. This really is just simple maths. More customers + Happy customers = More money. Right? Unfortunately for this misperception, the equation would be much better off as “More customers + More happier customers = Even more money”. In an operation where can actually achieve both, you’re leaving money on the table if you think focusing on getting more customers will help you win. The simple truth is, it’s actually a lot easier to keep the customers you already have happier. In fact, it’s almost 5x easier and cheaper to keep that existing customer happy. Focus on that first and you’ll grow by leaps and bounds.
Myth #4: Customers aren’t complaining. We’re doing just swell.
You can’t be serious. Most customers don’t actually complain. Hell, we remember plenty of times when we simply just gave up. In fact, studies show that less than 1/4 of customers actually say anything when they’re unhappy. Therefore, it’s kinda up to you to dig for voices. And that means keeping your customer support team running like a well-oiled machine. It’s natural for people to just sulk when they’re not being satisfied. While there are outliers out there, it’s important to look in the mirror once in a while to see if you’re just drinking the koolaid. Quiet customers are signs for worry.
Myth #5: That customer service team needs more people. We need to prepare for the inevitability that we’re going to get swamped with complaints.
Hold on there. Did you know that actually over 70% of customer support complaints can be answered in under 1-2 minutes? Why? Because these complaints are elementary. Instead of throwing money at the problem (that’s actually where customer support becomes a cost center), train your customer support teammates how to prioritize, streamline, and become more efficient. You can also involve members from other teams to help out when necessary. It’s never too late to start wearing multiple hats.
Myth #6: Remember to ask customers to like us on Facebook, tweet something nice about us on Twitter, and share their positive experiences with others.
Everything about this is right. Except for the part where you’re asking. Chill out. Awesome customer support always gets Facebooked, tweeted, and shared. Asking for it send the wrong signal. It shows that you’re being nice on purpose and you’re out there begging for a reward. People can smell BS from a mile away. Just be nice. Truly.