Developing A Positive Support Perception
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Developing A Positive Support Perception



How to develop a positive support perception for your company.

How to develop a positive support perception for your company.



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    Developing A Positive Support Perception Developing A Positive Support Perception Presentation Transcript

    • Developing a “Positive Support Perception” for Your Company John Erskine Director of Studio Services NCsoft West [email_address]
      • “ Positive Support Perception” means:
        • People like your company
          • Positive regard for the company means more than “satisfied with the product”
        • Support means everything , not just CS
          • Really. Everything.
        • Perception is reality
          • “ They have great support” – usually isn’t based on first hand experience
      • Marketers could substitute the word brand for support and most of these concepts would be the same.
      • Traditional Paradigms:
        • Net Promoter Score
        • Customer Loyalty Strategies
        • Customer Relationship Management
        • Perceived Value Models
      • blah blah blah
      • (Google these please)
      • These are useful concepts, but they miss the point.
    • Informal Poll: What brands or companies do you associate with great service?
      • USAA
      • American Express
      • Patagonia
      • Netflix
      • Apple
      • Nordstrom
      • Zappos
      • Starbucks
      • Best Buy
      • REI
      • Southwest Airlines
      • Your company???
    • Informal Poll: What factors contribute to a ‘positive support perception’ for a company besides support itself?
      • Accessibility by design
      • Design, design, design
      • Use their own products
      • Product knowledge (across the board)
      • Feel like they care about me
      • Quality self-service
      • Useful forums
      • Billing models, business models
      • Marketing methods and messages (consistent, meaningful)
      • Don’t permit problems that require support (best support is no support required)
      • Personal touch
      • Personalized communications (all of them)
      • Admit when they are wrong
      • Show improvements in the product
      • Continuous quality improvement (no backsliding)
      • Quality of end-to-end user experience
      • Account creation and ‘joining experience’
      • Start a cult (Apple specific)
      • Closed loop feedback systems
      • Company values customers (no take it or leave it)
      • Act like a real human not a ‘corporate entity’
      • So, what are the important points?
      • (a theoretical model can’t replace good old fashioned caring)
        • Customers are people
        • who want to be treated like people
          • not opportunities, or forecasts, or units
        • and they want to believe that you ‘care’ about them as human beings.
          • you can’t fake it, you have to really care
        • You can’t delegate this ‘caring’ to a department, it must be your company culture
        • Requires that you build trust
          • every interaction or experience either increases or decreases trust
    • TRUST Trust is the currency you spend when you make mistakes
      • In today’s wired world, your customers can really know you.
      • Twitter, Facebook, Website, Blog, Newsletter, Emails, Videos, fan sites, rant sites, reviews, polls, interviews …
      • Some tips:
        • Cultivate a customer focused culture. Everyone has to care about the customers.
        • Hire a great community manager and listen to them. Really. Even when they say mean things to you. (especially then)
        • Recognize that ‘HOW’ you do something is as important as ‘WHAT’ you do, and often times more important
        • Every department should be challenged to identify specifically HOW they contribute to positive perception
        • Treat people like real people. Employees. Customers. Vendors. Everyone.
        • And of course, provide awesome customer support
    • Things you might check out Video from Jeff Bezos about Amazon and Zappos Trust Agents: Using the Web to Build Influence, Improve Reputation, and Earn Trust – Zappos Culture Book – Zappos Blog – HOW – by Dov Seidman Socialnomics: How social media transforms the way we live and do business The Ultimate Question: Driving Good Profits and True Growth ( about Net Promoter Score – worth a look)