Why Should Customer Support Be Needed?

13 years ago

It's all about setting expectations.

If you charge $500 per month and say there's live 24x7 support to answer questions then that's what you need to have.

If you charge a $1 one-time fee and state there's no support then your customer knows not to expect any.

Most businesses end up somewhere in the middle.

As your business grows you do need to factor it into your business costs. Offering your customers free support forever sounds great on your sales page but will come back to bite you when you simply can't handle it any more.

Cheers,

Neil

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x3xsolxdierx3x 13 years ago

Not sure if anyone else does this, but I think it's reasonable and expected to VALUE your time...and, if your product 'may' require support and customer service, I don't think its unreasonable to factor that into the pricing...but, I think one should also quantify the AMOUNT of support given (Unlimited / for a few months/ weeks / until the next version or edition is released, etc)
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Fernando Veloso

13 years ago

Originally Posted by Neil Morgan

It's all about setting expectations.

If you charge $500 per month and say there's live 24x7 support to answer questions then that's what you need to have.

If you charge a $1 one-time fee and state there's no support then your customer knows not to expect any.

Most businesses end up somewhere in the middle.

As your business grows you do need to factor it into your business costs. Offering your customers free support forever sounds great on your sales page but will come back to bite you when you simply can't handle it any more.

Cheers,

Neil

Ditto.

It's 2011 people, even groceries have customer support by now

How can we expect to manage long time customers and referrals if we don't take care of them?

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JohnMcCabe

13 years ago

Originally Posted by Marvin Johnston

Customer service seems to be one of the mothers and apple pie type of subjects ... oh, we HAVE to provide customer support.

Another viewpoint is why ... and how much is necessary?

If a company is doing their job properly, it shouldn't be necessary except in extraordinary circumstances.

BTW, I am not including pre-sales related questions in with my definition of customer support.

I'm not quite sure how to classify the people who buy a product, but haven't graduated from the how to think/read school first though

. Fortunately, I very rarely need to deal with that mentality!

Marvin

Do you HAVE to provide support? I suppose not.

Is it a good idea? Unless you only plan to do one-off, no-refunds sales, absolutely.

No matter how good your documentation or manual is, no matter how self-explanatory your product or process is, some people won't get it. Help them do so, and your odds of making another sale to those people go way up.

How much support?

As little as possible, and as much as necessary, within reason.

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Marvin Johnston 13 years ago

Originally Posted by JohnMcCabe

Do you HAVE to provide support? I suppose not.

Is it a good idea? Unless you only plan to do one-off, no-refunds sales, absolutely.

I should mention that I have been doing customer support/training since the mid 1970's and since the late 1970's in mostly my own businesses. So my comments are not off the wall fluff but come from real world experience.

And I admit I love doing it. But with experience, I have to question why it was needed in the first place.

Marvin
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zvendor

13 years ago

Originally Posted by JohnMcCabe

Do you HAVE to provide support? I suppose not.

Is it a good idea? Unless you only plan to do one-off, no-refunds sales, absolutely.

No matter how good your documentation or manual is, no matter how self-explanatory your product or process is, some people won't get it. Help them do so, and your odds of making another sale to those people go way up.

How much support?

As little as possible, and as much as necessary, within reason.

Awesome answer JohnMcCabe and I totally agree.

You want to be accessible to your customers because stats show that customers that get their questions answered fast are likely to tell at least 4-6 friends and when that comes to the internet with facebook etc that number is exponential. There are tons of reasons why to provide great customer service and only 3 reasons why you wouldn't... your too lazy... it cost to much... you don't have a good system. All of which you need to overcome if you want to run a competitive business.

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Scott Burton

13 years ago

Originally Posted by Marvin Johnston

Customer service seems to be one of the mothers and apple pie type of subjects ... oh, we HAVE to provide customer support.

Another viewpoint is why ... and how much is necessary?

If a company is doing their job properly, it shouldn't be necessary except in extraordinary circumstances.

BTW, I am not including pre-sales related questions in with my definition of customer support.

I'm not quite sure how to classify the people who buy a product, but haven't graduated from the how to think/read school first though

. Fortunately, I very rarely need to deal with that mentality!

Marvin

There are many elements to consider. Yes, in an ideal world, customer support wouldn't be needed under most circumstances.

But let's look at it this way.

How many people buy a new TV/car/computer/printer and actually read the manual that comes with it?

How many of the customer support items companies deal with day in and day out either were addressed in those manuals which were not read, or should have been in those manuals (if anyone ever reads them).

Most people I know don't read the manuals. In fact, they may not even look at the manual when they have a question.

I'll usually glance at the manual, and then, before contacting customer support, I'll look and see if the question I have is mentioned in the manual (usually using the table of contents and/or index).

But other reasons for customer support are to find out things that were not known up front. You can't research every possible situation before releasing a product. Customer support can be a valuable means of gaining additional information to spot shortfalls in a product or to develop a better later product (which may even sell to the existing customer for even more money)

Just my quick thought on the question.

Of course if you want to consider customer support to include that customer service category who handles refunds, complaints etc... That's a whole other conversation as to reasons it's needed.

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Marvin Johnston

13 years ago

Well, as the responses mostly show, this is a mom and apple pie issue ... don't try and figure out where and why customer support is needed, just do it.

I disagree with this approach for a number of reasons.

First I doubt anyone is going to try and argue that customer service won't be factored into the final price of your product/service.

Second, it implies that "somebody else" can take care of the mess created by shoddy workmanship/service. And thus little to no effort needs to be made to improve the process. Kind of like there is no time to do the job correctly, but there is always time to clean up the mess created by not doing the job correctly the first time.

And to repeat, I am not including pre-sales customer contacts in the context of my comments.

And I am aware of companies like Zappos with their well known customer service department. They make for an interesting contrast for the argument against what I am saying

.

Marvin

PS - I'm not trying to be argumentative ... I just find the topic interesting.

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JohnMcCabe

13 years ago

Originally Posted by Marvin Johnston

First I doubt anyone is going to try and argue that customer service won't be factored into the final price of your product/service.

Of course customer support will be factored into the price of a product or service. Why wouldn't it? Zappos aside, I think most companies try to provide just enough support to keep their customers loyal and coming back for more.

Originally Posted by Marvin Johnston

Second, it implies that "somebody else" can take care of the mess created by shoddy workmanship/service. And thus little to no effort needs to be made to improve the process. Kind of like there is no time to do the job correctly, but there is always time to clean up the mess created by not doing the job correctly the first time.

I don't get this one. Why does providing after-sale support to your customers imply that there's a mess, that there is shoddy workmanship or service, or that no effort is being made to improve?

And, looking at the flip side of the coin, how does a lack of customer support somehow imply that the product/service provided is perfect, the documentation of stunning clarity, and the experience so flawless that support would be redundant?

I think most customers would take the absence of after-sale support as a warning sign, implying a company that will grab the cash and run.

Marvin, I don't doubt that you find the topic interesting. But I don't believe you aren't being argumentative. I get the distinct feeling you're trying to stir the pot here...

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Marvin Johnston

13 years ago

Originally Posted by JohnMcCabe

Zappos aside, I think most companies try to provide just enough support to keep their customers loyal and coming back for more.

There is where I think one problem lies ... how much is "just enough." And of course my original question, why is that support needed?

Maybe I am just that rare person who expects a product/service to perform as represented/advertised.

And how much additional cost is there to the customer when they have to spend THEIR time dealing with product/service problems?

I think most customers would take the absence of after-sale support as a warning sign, implying a company that will grab the cash and run.

What is going on that they feel they need a need for customer support? Past history of the company? Buying something they were oversold on? Or a big one, brainwashing that shoddy products/service is okay since their customer service will fix (or try to fix) it?

Maybe a better question would be how much customer support is needed ... and why?

And, looking at the flip side of the coin, how does a lack of customer support somehow imply that the product/service provided is perfect, the documentation of stunning clarity, and the experience so flawless that support would be redundant?

My point is the mere fact that it is needed implies a problem with the product.

Marvin, I don't doubt that you find the topic interesting. But I don't believe you aren't being argumentative. I get the distinct feeling you're trying to stir the pot here...

I guess stirring the pot would depend on definitions hence my mom and apple pie comment. Too many things get done by just doing them without any thinking involved. If that is considered stirring the pot, that is a good thing!

I know ... I've been reading Rich Schefren too long

.

Marvin

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JohnMcCabe

13 years ago

Originally Posted by Marvin Johnston

There is where I think one problem lies ... how much is "just enough." And of course my original question, why is that support needed?

Maybe I am just that rare person who expects a product/service to perform as represented/advertised.

And how much additional cost is there to the customer when they have to spend THEIR time dealing with product/service problems?

What I'm getting is that you are asserting that the only reason any form of customer support may be necessary is some sort of defect in the product.

You also seem to think that your interpretation of the product's representation and/or advertising is the correct one, and that any product that fails to live up to that is somehow defective.

Many times, the defect is in the buyer's estimation of their own capabilities. I will concede that, at least in the IM/MMO markets, there's a lot of "anyone can do this" advertising which, on examining the product, isn't true.

Originally Posted by Marvin Johnston

What is going on that they feel they need a need for customer support? Past history of the company? Buying something they were oversold on? Or a big one, brainwashing that shoddy products/service is okay since their customer service will fix (or try to fix) it?

Maybe a better question would be how much customer support is needed ... and why?

Sometimes customer support is necessary because life throws curveballs. I've been leaning on customer support that last week or two because I had to replace the hard drive on my office computer, and I lost the file containing the license keys for some of the software I use.

My need for support had nothing to do with any of the reasons you put forth above. Honestly, the need was because of my own careless error in not having a current backup of the information in a safe place.

Extended to a more general case, many online services, like this forum, rely on a username and password system. Without some sort of support for lost passwords and such, many members would be locked out or have to establish new accounts.

I guess my point is that sometimes the need for support does not come from a failure of the product or inaccurate/deceptive promotion.

Originally Posted by Marvin Johnston

My point is the mere fact that it is needed implies a problem with the product.

Marvin

And I dispute the implication as a blanket, universal assertion.

Obviously, there are products and services that would require much less support if the product were better in the first place. Anyone that's used a new release from Microsoft can tell you that.

But to assert that the only reason customer support may be needed is a defect in the product is ignoring half of the equation.

Now, if you'll ask mom to cut me another slice of that pie, please...

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Leonsroarteam

13 years ago

I think its to promote your customers trust. If they feel like you have horrible customer support they might not come back to you for business or even refer you any other sales. Heck they might even write bad reviews, and that could eventually affect you. So for whatever price you offer for your products, offer about the same attention for customer support

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Ruby Rynne

13 years ago

As someone who handles customer support for other internet marketers, I have a different perspective on this question. In my experience, the questions and problems customers have with products are not down to failures or inadequacies in the products themselves, but because they lack the basic knowledge and understanding to use the products.

For example, among the most common questions I spend time answering are 'how to I edit a file?', 'how do I get this product onto my server?', 'how do I set up my optin code on the squeeze page?' and similar. VERY rarely do I get a question relating to an actual problem with the products, because the marketers I work with release excellent products that are beautifully thought through, well-implemented and come with terrific pre-installation coding.

The problems customers have are 99% of the time down to the customer not knowing how to do something, and it's often something most of the people posting on this thread wouldn't even conceive of being something that any IM wouldn't know.

Looking after customers and going the extra mile to help them is what makes the successful successful, because customers LOVE people who willingly help them, and they buy from that person over and over again, just because they got such great support. Not to blow my own trumpet too much, but I have the the 'thank you so much' emails to prove it

, and MY clients see it in their bottom line. IMHO it's worth every penny to provide great support, and it benefits everyone to do so.

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Marvin Johnston

13 years ago

Originally Posted by Ruby Rynne

As someone who handles customer support for other internet marketers, I have a different perspective on this question. In my experience, the questions and problems customers have with products are not down to failures or inadequacies in the products themselves, but because they lack the basic knowledge and understanding to use the products.

For example, among the most common questions I spend time answering are 'how to I edit a file?', 'how do I get this product onto my server?', 'how do I set up my optin code on the squeeze page?' and similar. VERY rarely do I get a question relating to an actual problem with the products, because the marketers I work with release excellent products that are beautifully thought through, well-implemented and come with terrific pre-installation coding.

The problems customers have are 99% of the time down to the customer not knowing how to do something, and it's often something most of the people posting on this thread wouldn't even conceive of being something that any IM wouldn't know.

I've dealt with many of those same questions along with the insanely funny ones ... Q. My computer doesn't power up. A. Did turn it on? etc. I'm sure you have more than a few similar situations.

And those questions you are answering are non-product related issues, but rather deficiencies in customer education. So my comment is (assuming I need/want the product) is why is their education coming at my expense?

Not to blow my own trumpet too much, but I have the the 'thank you so much' emails to prove it

, and MY clients see it in their bottom line. IMHO it's worth every penny to provide great support, and it benefits everyone to do so.

You come across as someone who cares about the people you are serving. And that is a very good thing ... I wish more people felt that way about their jobs!

But there are other considerations that I mentioned in my response to John.

Maintenance contracts would be one way to handle customers that have a lot of such questions basically unrelated to the product.

Marvin

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Ruby Rynne 13 years ago

Originally Posted by Marvin Johnston

So my comment is (assuming I need/want the product) is why is their education coming at my expense?

Because it's an 'unadvertised bonus' that turns a one-time buyer into a lifetime customer. The small cost involved in helping someone overcome an early hurdle is repaid a hundred times over, or more, simply because it creates a loyalty bond that is hard to over-value.

And yes, people should outsource their support to someone who a. knows what they are doing and b. really care about making customers happy. But then I guess I would say that
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anthony2

13 years ago

If you customer support is eating up your time then
just outsource it.

Having good customer service should be one of the top
importance to your business.

If your customer service is awful then you will loose customers
and destroy your reputation.

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celente

13 years ago

There are always many variables in todays day and age.

And sometimes people do not read the signs when they buy.

Customer support is to keep the custermer happy. Do you need to keep them happy.

Of course, you want their money, you want to help them, and you do not want a refund. Pretty simple and straght forward I thought.

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Marvin Johnston

13 years ago

I'll be back to address some of the posts ... just don't have the time right now.

But something to think about is back when Demming was basically advocating eliminating the QC dept in favor of the QC being performed by the workers, people thought he was nuts. And the US ignored his advice/comments while Japan took what he said to heart.

That was part of the reason Japan killed the US with quality control and productivity.

Marvin

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Marvin Johnston

13 years ago

After my last post, I thought about it a bit. Since any further comments will just be repeating the same thoughts, I'll let it go.

John, when I make it back to Florida again, I'll make sure you get some apple pie

!

Marvin

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Why Should Customer Support Be Needed?

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