Your company cannot operate successfully if the support and product teams are communicating through a string and a pair of cups.
When support is left to operate as an island, reps will only ever learn to parrot "I'm sorry." Well, “I'm sorry” to break it to you, but that’s a miserable support strategy.
Apologies are necessary when dealing with angry customers, but if there isn’t a system in place to learn from this feedback, you're just putting your support team on the receiving end of complaints with no means to fix the root of the problem.
The support team does not have the power to change the source of the complaints they receive. While user error is certainly in the mix, designers and engineers (and on occasion, marketing) are often the real source of support tickets, so they need to be kept in the loop.
How are bugs fixed, errors tackled, and products improved when nobody but support knows what customers are saying?
This is why we are so adamant about the principals and practice of a whole company spport. If Jeff Bezos can sit down on support requests every once in a while so can the rest of your team.
The dedicated support staff has to pick up the slack here, too. They need a system that empowers them to do more with incoming tickets than just say "I'm sorry."
What to Do With Customer Feedback
Your support team needs a way to catalogue and submit their own feedback to the rest of your team.
A great support staff will filter customer feedback and pass along the things you need to hear about. A customer complains that your software isn't the color they like? Yeah, they can say, "Sorry orange isn't your thing, Chris!" and save your inbox.
But when they notice dozens of customers saying that they can't find [very important feature]? That needs to be put in a team inbox for the product and marketing teams to see.. In essence, we have an inbox labeled "Ideas" that anyone can add to at their discretion. We also have cards labeled "Next Up" and "Roadmap," so people doing support know what's being worked on and what the development team has already said no to.
Credits:Helpscout
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