The Ultimate Guide to
Customer Support
The changing
face of customer
support
Customer support has come a long way from
the thinly staffed helplines with lengthy ticketing
acklogs of old. That’s no way for
ands to deal
with their most important asset — customers.
Whether in e-commerce, consumer tech, or B2B
SaaS, customer support is integral to the customer
experience lifecycle.
Three trends in particular have changed how we think about CX over the last 20 years:
1. Speed, accuracy, and empathy
Consumers of financial services, on-demand services, e-commerce products, and travel
and hospitality experiences have come to expect fast, accurate, and empathetic custome
service as support becomes a vehicle for repeat purchases, positive social validation and
refe
als, as well as increased basket size.
2. Engagement across channels
Users expect
ands to engage with them wherever they are - be it on desktop, mobile, o
via a phone call. Managing support across multiple touchpoints has led to new challenges
in building support teams that can handle the complexity of different incidents across
different channels.
3. A focus on customer success
B2B and enterprise software has moved into the subscription era, with customer success
emerging as a key driver for expansion revenue and customer refe
als. Usage, engage
ment, and delight are important for the staying power of modern B2B products.
Here at Acquire, we care deeply about how our customers troubleshoot problems with their
users, and how these conversations drive engagement and advocacy long after the initial sale.
This guide offers insights, best practice, and a strategic and tactical playbook on
unning customer support in the era of the modern consumer.
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Table of Contents
Who should be involved in customer support?
Structuring a support organization
What should your customer support product
stack look like?
Building internal workflows and planning for
escalations
Support team hiring done right
Support KPIs to know
21Automating customer support
25Meeting your customers on mobile
27What does high caliber support look like?
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Who should be
involved in customer
support?
In an age when customer support has become an important differentiator between
companies, every employee needs to contribute. Customer support provides key insights
into building new features (product), improving messaging (marketing), and understanding
customer personas (sales), just to name a few.
Keeping information flowing in the opposite direction also helps. For example, customer
support teams should know:
XXXXXXXXXXWhat new features are in the pipeline (product)?
XXXXXXXXXXHow cu
ent features should be described (marketing)?
XXXXXXXXXXWhen customers should be offered a new product to solve a problem (sales)?
Disney requires every new employee to learn the
fundamentals of the Disney philosophy through Traditions
Training. They even call their teammates “cast members”
ecause they understand that everyone performs together,
in service of the customer experience.
At the end of basic training at Zappos, a
and that has won
numerous customer service awards, new employees are
offered a cash reward to leave the company if they’re not
willing to live by the Zappos mantra, “Powered by Service”.
3
Fast-growing payments processor Stripe has every
employee take part in customer support on a bi-weekly rota-
tion. There are good reasons for that:
1. Connection
XXXXXXXXXXEmployees learn about customers and how their
XXXXXXXXXXwork impacts real people.
2. Encouragement
XXXXXXXXXXIt’s a real morale-booster to successfuly help a
XXXXXXXXXXstruggling customer.
3. Product improvement
XXXXXXXXXXCustomer interactions help in understanding how to
XXXXXXXXXXbuild a robust product for all eventualities.
While different staff need different training based on their role, everyone—from the CFO
to the warehouse team—impacts the customer. That means everyone needs to know about
customer support.
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Tier 1
Tier 2
Consists of most agents who field all inbound chats, emails, and calls. They have
general knowledge and respond quickly, solving simple inquiries through their
product knowledge, call scripts, email templates, and links to company resources.
When Tier 1 receive a more sophisticated question, they escalate it to:
A smaller team of more-experienced experts who are better equipped to provide
precise technical support, describe nuanced product capabilities, and handle
sensitive financial situations. Tier 2 agents have typically been with the company
longer, and been promoted from Tier 1.
(At some large companies, some exceptionally knowledgeable experts sit at Tier 3).
“Most customer calls are simple. For anything
more complex, pass the customer to an expert.”
Structuring a support
organization
1. Tiered structure
In the tiered structure, agents are divided into two groups:
Customer support teams typically operate in either a tiered or hub-and-spoke structure.
PROS
Solve calls quickly without transfe
ing
customers.
CONS
Requires a large customer support team.
When inquiry volume is high or low,
your Tier 2 will either be overloaded or
underutilized.
New customer support hires can get up-to-
speed quickly as Tier 1 agents.
It’s often possible to outsource part or all of
Tier 1 work.
Interfacing between tiers can be tricky. Get-
ting the ratio right is important so custom-
ers don’t find themselves waiting around for
an answer.
“Companies that field predominantly
simple questions favor tiered systems.”
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The hub-and-spoke model employs a small team of dispatchers (the hub) who field all inbound
calls. After learning why the customer is calling, they pass them on to the appropriate special-
ized support team (the spoke).
In the hub-and-spoke model, most of the agents are specialized. Very few questions are simple
enough to be answered by the dispatchers.
Some teams implement a computerized interactive voice response (IVR) as their hub, helping
cut down on costs. With this approach it’s crucial to use a high-quality IVR. Poorly functioning
automation can quickly decrease customer satisfaction.
“Thirty spokes share the hub of a wheel;
yet it is its center that makes it useful.”
– Lao Tzu –
PROS
More of the system can be automated (in
some cases, the entire hub).
CONS
Handoffs can be tricky, especially with
multi-area inquiries.
When inquiry volume is high or low,
your Tier 2 will either be overloaded or
underutilized.
Requires fewer personnel.
Team members can specialize in specific
areas of expertise.
Requires very thorough training before
agents are up-and-running.
A word on good leadership
Effective management is absolutely essential for efficiency, regardless of support
structure. Establishing on-the-ground awareness of successful strategies and pain
points helps improve the entire company’s processes.
While needs vary between companies, 1 manager per 5-15 employees works as a
good rule of thumb. Whenever possible, managers should be promoted from within
to incentivize performance, maximize team cohesiveness, and boost morale.
“Companies that field mostly complicated,
specific inquiries favor hub-and-spoke structures.”
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What should your customer
support product stack look like?
Providing your support team with the right tools is as critical as setting up functioning
team structures and workflows. A good support software stack helps retain customers
y keeping them happy.
Your support stack is comprised of your chosen combination of support tools with
individual features tailored to your needs.
When we’ve spoken with customer support leaders across industries like financial services,
e-commerce and retail, travel and hospitality, and B2B/enterprise SaaS, we’ve typically seen
the following product categories feature in their support stacks.
At the core is usually a ticketing platform (or its newer stepsister, the shared inbox). This
allows for asynchronous written responses to support requests and cloud-based contact
center software to route phone calls and run quality assurance on the responses. Larger
B2C companies depend on both ticketing platforms, with the more urgent or persistent
customers utilizing phone support.
Below, we’ll dive into each category and highlight the top two or three vendors in each.
Ticketing/Shared
Inbox Platform
Cloud-Based Contact
Center Platform
Knowledge Base
Live Chat Co
owse Chatbot
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Ticketing software helps teams manage and respond to written customer support
equests, like emails. As of 2019, emails were still one of the most common forms
of business communication worldwide. Your ticketing software might also generate
support tickets from contact forms on your website, social media, or texts.
A shared inbox can complement (or even replace) ticketing for some smaller teams.
Shared inbox platforms support collaborative actions like multiple logins, form responses,
e-assigning of emails, and commenting. Some also support social channels.
1. Ticketing and
shared inbox
FEATURE HIGHLIGHTS
Full-featured help desk platform
Multi-channel/mobile ticketing
View of all customer conversations
Useful ticket-routing (such as skills-based)
WHO IT’S BEST FOR
Full-featured help desk platform
Intuitive interface
Good ticket management
Newer product, may be less customizable
/scalable
Shared inbox, more of a point solution
Agent assignment functionality
Can be used for multi-channel like SMS,
chat and social
PRODUCT
Zendesk
Freshdesk
Front
Small business, mid-market,
and enterprise
Mostly small business and
mid-market, with some
enterprise
Small business with some
mid-market
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The call center is a fundamental part of many companies’ support strategies.
Customers still use the phone when they need help, seeing it as a quick way to get
answers. But numbers are dropping. Fo
ester reported in 2013 that 73% of customers
used voice with support, but in 2018, another report showed that 49% of all consumers
(and 66% of millennials) were interacting with automated channels, like live chat.
Many companies still value the ability to address complex or urgent issues