LITE 2018 – Customer Empathy and Quality Support [Craig Lynagh]
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LITE 2018 – Customer Empathy and Quality Support [Craig Lynagh]
- 1. Customer Empathy & Quality Support
- 2. Who are we?
- 3. What does support do?
- 4. How do we do it?
- 5. • To define the problem is to understand the problem • To fully understand the problem and its relationship with the platform leads to better outcomes • An improved platform leads to better outcomes for our customers Why we do what we do?
- 7. What do we need from you?
- 9. Tripadvisor/Uber/Facebook/Twitter • We all offer it • We all read it • We seem to listen to it But what does this feedback tell us? • It is just a snapshot in time • It is how you felt at that moment We are not engaged in the journey - just a moment in time. Let's talk about feedback....
- 10. • You may still be frustrated and angry – that is ok • This can lead to candid and constructive conversations • These relationships are special and should be nurtured Candid conversations tell us • That we have more work to do; but you are along for the ride • You are angry or frustrated for a moment; but still consider that broader picture • Candid conversations open a dialogue that can deliver value to all involved Candid relationships however....
- 11. Why does this matter?
- 12. Why should we/you care?
- 13. We do know our products...
- 15. • How do they buy our product • How do the use it • How often do they access it and by what means • What are the challenges they face • What do they love • What parts of the application do they use What is the worldview of our customers?
- 16. If you knew, and you could see the world through the eyes of the customer, and you really cared…What would you do? - Seth Godin
Editor's Notes
- Welcome – we are going to have a conversation about Customer Support at Administrate And how we work and how we can benefit from empathising with our customers.
- Let's start with the support team at Administrate We are a team across the world - Edinburgh, Germany and the States We solve problems...sometimes..
- In short – we define problems We try not offer immediate solutions, short cuts or quick fixes We define the problem and assess it against the application and how it used by the customer
- We dissect the problem We pull it apart We view it from different perspectives – different users/different businesses etc We consider the problem through different lenses – Rubics Cube analogy
- To define the problem is to understand the problem – but more importantly; to define the problem from the viewpoint of our customer is understand how you use it and that informs design going forward What we don't do – we don't do ticket quotas, we don't do automated responses – we are human and we give human responses
- Do we get this right every time – no Are you happy with our responses – not always our timings can be slow – that makes you mad But we are trying; we are trying very hard to define your problem and to deliver value to you and your businesses We are trying to understand you and your context
- We need you to be candid with us And you should seek out candid conversations with your customers
- To give this a more human edge and perhaps a little humor This is my high school basketball photo Head coach was a chainsmoking Nebraka cornhusks fan said - You never know how good your team is until they come back from defeat It is that response to adversity or challenge that makes us better Most customer relationships don’t stumble because something went wrong. Your best customers know that mistakes happen. It’s what happens next that can cripple the relationship.
- Lets discuss feedback – it is important, but does it lead to better outcomes for you customer? Sometimes; but often it tends to be superficial and is often ignored
- When a person is engaged in you and your product – they have built a relationship with your company and product They will grow with you and your business And they will give you good feedback.......hopefully
- Candid conversations make us (and you) better Being open honest and transparent makes the relationship stronger and the outcomes better You possibly do not have a customer support desk; but you have customers and understanding them and empathising with their needs is vital
- This is where we move from a customer support focus We now want to consider how we grow our product offering We all know our products We know he best way to build or grow our products We know the best way to deliver our products – after all, it is our product Don't we.......
- They knew their products (or at least thought they did) but did they know what their customers wanted?
- But do we fully understand the challenges our customers face? Do we feel their pain when things do not work as we intended?
- We need to empathise with our customers; we need to understand their world view and we need to consider our product through their lens Who books onto the event – how does the system work for them? Who takes the booking – how does this process work? Do they log in once and then try and rush through your content – is the outcome you are looking for?
- I will leave you with this thought This is an interesting perspective – what would we do? How is the worldview of our customer different from ours and how do they use our products as a result of that worldview? You would build a great product. That is our goal and we want you to be part of that journey