Customer Support is a Feature

“One customer well taken care of could be more valuable than $10,000 worth of advertising.” — Jim Rohn

Imagine a space filled with customers. Each faces a distinct problem. The lady over there? She can’t log in. The gentleman to your right? A charge from your company shows on his credit card statement but he has no clue why it’s there. Then hear that loud guy in the corner? He’s shouting at you because he can’t get something to work right. The kicker is that it’s something wrong on his end — he’s just blaming your app because he doesn’t know what’s going on.

“I’ve got a great product. Now how do I support my customers?”

Customer support is as much a feature of your product as that last feature your team added. When done right, it can set you apart from your competition. An app can be recreated easily. A rocking support experience is much harder to copy. When customers know they’re going to get great support, they’ll usually choose you over the competitor.

Think of the free marketing.

When customers love you, they’re going to tell others about you. There’s a reason I rave about Media Temple when people ask me about web hosting. Every single time I contact Media Temple, their support rocks my socks off. In return, I make sure to send every person I can their way.

You get better.

You can get an immediate glimpse into how customers are using your product. It allows you to see exactly what pains your customers are having, what confusion is happening, and where your product could be better. Customers want to help you, so listen when they share their thoughts with you.

Quick Recap

When you provide an awesome customer support experience, you’re going to save money, get free marketing out of it, and your product is going to get even better. I think that’s a pretty solid case for doing support right.

Customer support at Basecamp. @chaseclemons on Twitter.

Customer support at Basecamp. @chaseclemons on Twitter.