A few days back, I wrote to the support dept for one of the places I work with. I told them, quite politely and in detail, that a browser plug-in they supply was only working correctly in FireFox. I supplied them with pictures showing how the widget was failing to work. I did everything but actually re-write the code for them.
Their reply? “We don’t support browsers, but if you have problems with your account, contact us again.”
Granted, this was a 1st-level support person, someone who follows scripts and sends back canned answers. This answer will satisfy some people, and tick off others just enough so they don’t ask for more help. And then there’s me.
But this is exactly why I teach my staff and interns to READ and THINK. If they don’t know an answer, they should admit it, and tell the person that real help will be coming soon – and then make sure it does. Because one person providing poor support makes your entire organization look stupid. It does more damage than not providing support at all.
Most poor e-mail support comes from not reading the incoming e-mail. A lot of high-end support ticket software pre-screens incoming support requests and suggests the “best” reply. In other words, real people aren’t doing their jobs. They assume (ASS-U-ME) that a platitude and a pat on the head works for everyone. And it doesn’t.
Support is a keystone of marketing, people! It’s not the 99 orders you sell and fill correctly, it’s how you handle the one that gets messed up. What’s important to people is how you address their questions and concerns. Frankly, a seemless transaction that satisfies (there’s that word again!) their needs or desires goes right out of their head.
The original Tylenol poisoning scandal was handled so amazingly well, their actions were held up as a paragon of crisis management across multiple industries for over 25 years. This time, Johnson & Johnson screwed the pooch with the Tylenol (and other) recalls. From now on, which will they be remembered for?
Am I equating failed code support with a bungled cover-up? Absolutely not. But look what poor support choices have done for J&J this time. What can it do to your business?
