Support is a Feature

Key takeaways

Customer support should be viewed as a core feature that enhances product value.
Experience and industry knowledge within support teams lead to better customer outcomes.
A hands-on training and mentorship approach helps new team members understand support best practices.
Trusting support staff to use their judgment creates a culture of accountability.
Conversational and friendly interactions lead to happier customers.
Balancing speed and quality is key when measuring support effectiveness.
AI can complement human effort in support but cannot replace the personal touch.
Encouraging initial customer contact with support builds trust and loyalty long-term.

Summary

Introduction to Support as a Feature

In this episode, Kimberly Rhodes interviews Chase Clemons, the Head of Support at 37signals. They discuss the philosophy that customer support should be viewed not merely as a cost but as an essential feature of the product itself. Clemons expresses that successful customer support encompasses much more than reactively dealing with customer inquiries; it’s about integrating support into the overall user experience of Basecamp.

The Value of Experience in Customer Support

Clemons describes how the experience and expertise of the support team significantly contribute to customer satisfaction. The team boasts decades of collective experience dealing with various industries, thus enabling them to understand customers’ needs better and provide tailored support.

Training and Development for Support Teams

Training is a vital aspect of building an effective support team at 37signals. Clemons emphasizes the importance of mentorship and sharing case studies to distill valuable experiences into learning tools for new hires. This hands-on approach allows new employees to quickly get up to speed on what excellent customer support looks like.

Empowering Support Teams with Judgment and Autonomy

Clemons touches on the importance of hiring self-managed individuals for the support team. He discusses how team members are encouraged to use their judgment while interacting with customers, reinforcing a culture of trust and accountability. Celebrating individuals for making proactive decisions fosters a sense of ownership in their role.

Creating a Friendly and Human Experience

To combat the impersonality often associated with customer support, the team prioritizes a friendly, conversational tone. They train staff to approach customer interactions as if they were chatting with a friend, avoiding jargon and business-like language. This approach enhances the overall customer experience, making clients feel valued and understood.

Measuring Support Success

Chase shares insights into the metrics used to gauge the effectiveness of customer support. The focus lies on the first reply time to inquiries, finding a balance between speed and quality of response. Clemons notes that while rapid responses are appreciated, delivering the right answer is ultimately more crucial to customer satisfaction.

Navigating AI in Customer Support

The podcast explores the integration of AI within the support strategy at 37signals. Clemons shares that AI acts as a useful tool for handling simple inquiries, which allows human support agents to focus on more complex issues. Yet, the human element remains irreplaceable, especially when it comes to providing detailed guidance and context.

Encouraging Customer Engagement

Finally, Clemons elaborates on strategies to motivate customers to interact with support. By making support resources readily available and inviting engagement from the get-go, customers quickly learn the value of personalized support, creating trust and encouraging word-of-mouth referrals.

Show notes

Customer support is more than just a department — it’s a core feature of any great product. In this episode of The REWORK Podcast, Kimberly Rhodes chats with Chase Clemons, Head of Customer Support at 37signals, about the company's view of support as a product feature. They discuss 37signals' approach to helping customers, the value of ongoing training, and how AI can fit into support strategy without sacrificing the personal connection.

Key Takeaways:

00:37 – Chase Clemons, Head of Support at 37signals
02:12 – Customer Support is a feature, not a cost center.
04:09 – Support should focus on the customer experience
06:36 – Using case studies to train your support team
07:49 – Team members are trusted to use good judgment
09:58 – Maintaining a friendly, conversational tone with customers
11:27 – Measuring success in Customer Support
14:12 – AI vs. the human element in Support
17:25 – Encourage customers to reach out

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