“If my product is so smart, why is its support so dumb” – frustrated consumer
We started RevTwo with a simple mission in mind, fix product support. We were tired of all the things that you experience when trying to solve a product issue:
- Hunting for the support phone number
- Waiting on hold for extended lengths of time, cue the elevator music
- Telling your story over and over again
- Spending hours researching possible solutions
- Getting answers that don’t ultimately fix the problem
Products & exceptional support should go together like mom and apple pie, right? In fact, the last company I founded, Axeda, powered remote support programs from some of the world’s leading companies: GE, Philips, Diebold, Abbott, Roche, Medtronic, to name a few. I have personally been involved with over 300 remote support programs in the IoT space and the one thing I can tell you with absolute earnestness, EVERY COMPANY WANTS TO PROVIDE GREAT SUPPORT.
So why is there a disconnect?
Frankly, it’s pretty simple, support is expensive and hard. With average costs per tickets for some industries hitting almost $70, it is easy to see the difficulty.
When a product issue requires human support intervention the $$ counter starts spinning very fast. As a result, companies have historically put up defense mechanisms to prevent, or at least limit, human interaction to those who absolutely require it – creating a frustrating process for the very customers they want to delight. Today’s support paradigm is a lose/lose proposition. Costly for companies, frustrating customers.
It doesn’t need to be this way because today’s products are different:
- They are connected
- Most have apps or user interfaces that are also connected
- They run on standard operating systems and have built-in intelligence
This combination of app, connectivity, and intelligence provides an unprecedented opportunity to do things better. While we were building RevTwo, we started to consider what “better” really meant. Ultimately, we codified better, into a set of guiding principles that we affectionately call the 10 Commandments of Smart Support.
The 10 Commandments of Smart Support:
- Customers should never have to describe a problem or ask a question twice: How many times have you called a support desk only to tell person after person about your product issue while trying to get to the magic human who can help? It is time consuming, frustrating, and costly.
- Customers should NEVER wait on hold: We believe that there is no greater insult to a person than to disrespect their time. When you put a person on hold you are effectively telling them they don’t matter. Callbacks or immediate answers are what customers deserve.
- Customer and product context should be always maintained and leveraged: Context! Almost all smart products today know who you are and what you are doing. When you report the problem from within the product (see commandment #4), you have access to a treasure trove of machine/device data that will help identify what the problem is.
- Customers should not have to leave the product to report a problem: Why should customers have to place a call, send an email, tweet, or use messenger to report a problem? When a problem is reported from outside of the product, the context disappears. I know omnichannel support is a hot topic these days, and should be done, but how much of a customer’s use of alternate support channels is the result of poor support access right at the point of attack? A customer should be able to initiate and conclude a support session, easily, from within the product itself.
- AI and machine learning should be used to solve problems and answer questions, without human intervention, whenever possible: What if a system exists that could solve problems like your best Level 3 engineer? What if you could deploy that resource with frictionless scale? What if that resource learned as it went and got better at its job every day! We believe that the having the actual machine context at the time of an issue makes this possible.
- You should communicate with the customer in the best way to solve the problem from within the product itself: Imagine you have reported a problem on a machine in a large factory. However, to communicate with the support agent, you must leave the factory floor to talk on a phone. Does this make sense? As with context, communication at the point of problem is critical to fast and painless resolution. Chat is lightweight and effective, but there is often no substitute for high fidelity communication. In fact, leading companies are trending towards voice/video communication to deliver more personalized support.
- Agents should have all the information and tools they need to quickly solve problems: Smart products are connected. This connectivity allows agents to connect directly to the product and leverage their tool set to troubleshoot the problem. Screen sharing, terminal access, remote program support, and log files – there is no substitute for direct product access
- Remote support should be highly secure and utilize permission-based access: The last thing you want is to see that your company’s products were a part of the latest Internet bot attack. In fact, it is important to remember that security requires both technical and process vigilance. The bad guys are not just outside of the company’s firewall – once a computer gets compromised inside the company, the threat can be on the inside as well. We recommend a multi-tier approach: Tier 1: Encrypt all communication. Tier 2: Turn off local access – such as SSH services. Tier 3: Require permission to get access.
- Support agents should know about all the products in a system and be able to access them quickly: Many consumer smart products involve an app and one or many paired products. Consider a home automation system where you have one app, and perhaps 20-30 different connected products. Support agents should be able to identify, connect, and troubleshoot any component in the system at the click of a button.
- Think outside of the box: A smart phone in a customer’s hand can turn any product, even ones that aren’t smart yet, into smart product. Whether it be a retail app selling apparel or an app used by the local landscaping firm, interacting via a smart app can enrich the support experience by providing pictures, deep links, and even video broadcasts of problem.
Whether you make an enterprise app, a smart consumer product, a machine tool, medical device, or even a microservice, we believe that these commandments hold. After all, great customer support is one of the secrets behind some of the world’s most successful brands – it is the real sauce for turning your company into an industry Unicorn.
If you have your own principles of great support that you would like to share or have a comment to add to our list, please add it in the comments – or feel free to reach out to me at firstname.lastname@example.org to discuss how we can put some of these practices to work for your smart product.