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No One Wants Support

A deep-dive into the obvious: people may need support but no one wants it. Find out what chores really are and understand how having to seek help when using your product is a major chore for your customers. Discover the not so obvious implications of this idea.

No One Wants Support

1 of 51
No One Wants Support
Andrei Radulescu
@JobsTBD
linkedin.com/in/radulescuandrei
#innovation
#marketresearch
#JobsToBeDone #JTBD
2
A deep-dive into the obvious:
People may need support but no one wants it.
3
What Is a Chore?
Chores and Support
Getting Support Is an XL Chore
What Does This Mean?
Myths About Support
1
2
3
4
5
4
What Is a Chore?
A chore is work imposed on the consumer by
a solution he/she selected to make progress in life.
5
6
Progress
If you choose to use a personal car, you can buy one that updates over the Internet but you can’t
buy one that registers itself with the local government. That’s for you to take care of.
Chore
Ad

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No One Wants Support

  • 1. No One Wants Support Andrei Radulescu @JobsTBD linkedin.com/in/radulescuandrei #innovation #marketresearch #JobsToBeDone #JTBD
  • 2. 2 A deep-dive into the obvious: People may need support but no one wants it.
  • 3. 3 What Is a Chore? Chores and Support Getting Support Is an XL Chore What Does This Mean? Myths About Support 1 2 3 4 5
  • 4. 4 What Is a Chore?
  • 5. A chore is work imposed on the consumer by a solution he/she selected to make progress in life. 5
  • 6. 6 Progress If you choose to use a personal car, you can buy one that updates over the Internet but you can’t buy one that registers itself with the local government. That’s for you to take care of. Chore
  • 7. 7 If you choose to enjoy a natural lawn, you can buy grass that grows in the sun or in the shade but you can’t buy grass that doesn’t grow. You must take care of cutting it. ChoreProgress
  • 8. 8 If you choose to wear more than a fig leaf, you can buy clothing that doesn’t wrinkle but you can’t buy clothing that doesn’t get dirty. You must take care of cleaning it. ChoreProgress
  • 9. 9 your initial circumstances your desired circumstances A chore is part of a detour in making progress. It results from a solution’s inability to get the job done perfectly. Chore weeds; no grass beautiful lawn Mow lawn. overgrown grass
  • 10. 10 People don’t want solutions to chores. They simply don’t want chores. Therefore …
  • 12. 12 We seek support to: • Learn how to use a product/service Learn how to use the infotainment system in my new car. • Find information about a product/service Find the available credit on my card. • Make a change to a service Change my flight. • Find the delivery status of a service Find the status of my insurance claim. • Troubleshoot a problem with a product/service Troubleshoot slowness in my Internet connection. • Correct the outcome of using a product/service Dispute a fraudulent charge.
  • 13. 13 The chore of: • Learning how to use a product/service Learn how to use the infotainment system in my new car. • Finding information about a product/service • Getting help with making a change to a service • Finding the delivery status of a service • Troubleshooting a problem with a product/service • Correcting the outcome of using a product/service
  • 14. 14 Learn how to use product/service. No one ever said, “I can’t wait to read the user guide of my infotainment system before I use it.” Learning how to use a product/service is a chore in itself. I have a new car with an infotainment system that I have not used before I had an enjoyable and productive ride I know how to use the infotainment system
  • 15. 15 vs. well-designed interface + interface already familiar to the user = learning-free progress Who is winning in the marketplace?
  • 16. 16 The chore of: • Learning how to use a product/service • Finding information about a product/service Find the available credit on my card. • Getting help with making a change to a service • Finding the delivery status of a service • Troubleshooting a problem with a product/service • Correcting the outcome of using a product/service
  • 17. 17 Find information about the product/service. No one will ever say, “I don’t want an Apple Card; I enjoy calling Customer Service to get my available credit.” To use many products/services, people need information about the state of said solutions — e.g. the available credit on a credit card, the air pressure in the tires of a car. I [finally] found what my available credit is I’m ready to make a purchase but I don’t know if I have enough credit available I made the purchase knowing that I had enough credit available
  • 18. 18 vs. payment device + integrated app = informed progress Guess who will win in the marketplace?
  • 19. 19 The chore of: • Learning how to use a product/service • Finding information about a product/service • Getting help with making a change to a service Get help with changing my flight. • Finding the delivery status of a service • Troubleshooting a problem with a product/service • Correcting the outcome of using a product/service
  • 20. 20 Communicate to the service the change needed. be in NY on Wed be in NY the following Mon flight is updated Desired Progress I have a flight to NY booked for Wed but my plans have changed
  • 21. 21 Get help with making a change to the service. Communicate to the service the change needed. The communication of the change to the service is progress and will be an invariant across all possible solutions. Having to summon help to do it is a chore. vs. be in NY on Wed be in NY the following Mon flight is updated Desired Progress Progress When Getting Help I have a flight to NY booked for Wed but my plans have changed
  • 22. 22 The future will likely look like … “Alexa, please change my flight to New York to the following Monday.” virtual assistants = chore-free communication
  • 23. 23 The chore of: • Learning how to use a product/service • Finding information about a product/service • Getting help with making a change to a service • Finding the delivery status of a service Find the status of my insurance claim. • Troubleshooting a problem with a product/service • Correcting the outcome of using a product/service
  • 24. 24 Find the delivery status of the service. No one will ever say, “Who cares where my claim is? This FEMA shelter is a freebie!” What is going on with my claim? I know the status of my claim I filed a claim with my insurance My claim is resolved
  • 25. 25 Keep an eye on them. Where some deliver lemons, Lemonade delivers worry-free progress. lemonade.com
  • 26. 26 The chore of: • Learning how to use a product/service • Finding information about a product/service • Getting help with making a change to a service • Finding the delivery status of a service • Troubleshooting a problem with a product/service Troubleshoot slowness in my Internet connection. • Correcting the outcome of using a product/service
  • 27. 27 Troubleshoot a problem with the product/service. This is really slow! I am making smooth progress A chore results from a solution’s inability to get the job done perfectly. Troubleshooting is a chore by definition. I need to find something on the Internet I am done in no time
  • 28. 28 We’ve maintained operational accuracy and stability of .com and .net top-level domain resolution services 100 percent of the time for more than 21 years … “ verisign.com/en_US/domain-names/domain-registry/index.xhtml Where there is a will, there is a way.
  • 29. 29 The chore of: • Learning how to use a product/service • Finding information about a product/service • Getting help with making a change to a service • Finding the delivery status of a service • Troubleshooting a problem with a product/service • Correcting the outcome of using a product/service Dispute a fraudulent charge.
  • 30. 30 Correct the outcome of using the product/service. A chore results from a solution’s inability to get the job done perfectly. Correcting outcomes is a chore by definition. I’m ready to buy with my credit card I’m charged for what I bought I see an additional charge that I never made
  • 31. 31 vs. There is no turning back … encrypted card information = mishap-free use in any physical location
  • 32. 32 Getting Support Is an XL Chore
  • 33. 33 Getting support is at least a chore. See getting help with making a change to a service. Support is a solution to chores. See: • Learning how to use a product/service • Finding information about a product/service • Finding the delivery status of a service • Troubleshooting a problem with a product/service • Correcting the outcome of using a product/service
  • 34. 34 Having to get help with a chore adds insult to injury. Chore Chore Get help with chore. Learn how to use product/service Chore 2x Chore
  • 36. 36 People don’t want chores. Eliminate chores. Eliminate the need to seek support.
  • 37. 37 Improve the product/service. Eliminate the need to seek support. To improve the support experience, eliminate the need to have it! Everything else equal, a dollar invested in your product/service to eliminate the need for support is a better investment than a dollar invested in support.
  • 38. 38 So, how important is it to eliminate chores — e.g. seeking support? How much value is there? 2018 Sales: $25.7b Operating Income: $7.3b Business model: 100% Chore Elimination
  • 39. 39 What if it is technically unfeasible or financially ruinous to eliminate all support? Minimize customer effort. (in this order) 1 — Ensure resolution on first customer contact 2 — Minimize the customer’s time commitment 3 — Minimize the time to achieve resolution
  • 41. 41 Support is something that concerns the support organization. Support is a product decision. Support is a design decision.
  • 42. 42 Getting support = Contacting Customer Service. Getting support is also: • Learning to use your infotainment system from a YouTube video. • Asking your geeky child to troubleshoot the slow Internet connection. You may not have visibility into all the support that your product/service demands. Find a way to get it! Customer Service and more …
  • 43. 43 Online FAQs and video tutorials + No Customer Service = We have minimized the chore of getting support! To eliminate Customer Service, improve the product/service to eliminate complex support chores. Minimize the chore of getting support by delivering support through the channel best suited for each type of chore. Clean-up my financials in the aftermath of identity theft Understand my monthly credit card statement Online FAQs and video tutorials Customer Service Match the chore with the support channel.
  • 44. 44 Customers want omnichannel support. Customers want first contact resolution. If customers are switching channels, it means they are contacting you multiple times. First contact resolution is the problem you need to worry about! Help customers select the support channel that is best suited for their chore — see also the previous slide.
  • 45. 45 Customers demand support in social media. We need to provide it. Customers want to be satisfied not appeased. Most people taking to social media with a product/service issue are either complaining or venting. Both of these are chores imposed on them by your current support processes that do not get the job done. Fix the #rootcause!
  • 46. 46 Customers want support for things they do not want to do themselves. Customers need support for things they cannot do themselves. Give a customer support and she will be happy for a day. Help her avoid support and she will be happy for a lifecycle.
  • 47. 47 The customer experience is the experience of getting support. The customer experience would be much better without the experience of getting support. Support Needed
  • 48. 48 We must delight the customer in the support interaction. When I don’t want to do something, the most delightful thing is having to spend the least amount of time and effort doing it. We must minimize customer effort in the support interaction.
  • 49. 49 We can build loyalty in the support interaction. Corollary: Asking an NPS question about a support interaction is meaningless. We can mitigate churn and negative word-of-mouth in the support interaction. At least their support was excellent … People are loyal to products/services that get the job done for them. Having to get support means you did not get the job done! But we have the best support in the industry … That does not make customers loyal, it just makes them captive.
  • 50. 50 We can generate revenue in support. COVERED POTHOLES $1 EXTRA This would be the sign that you can generate revenue in support.
  • 51. 51 Closing thoughts … just in case it is not clear There is nothing trivial or undesirable in the hard work, customer focus, and excellent service that support professionals provide daily. In most organizations, they are unsung heroes that compensate with empathy and insight where the organization's products/services fall short. And, in many cases they may be the most important reason their company is still in business. Throughout my career, I had the privilege to work in support and with support professionals and these experiences have had a formative role for me.