What NOT to Do in Support

The fact that you’re reading this blog post means you probably understand social media. You probably also understand why providing great customer service is important, so I’ll spare you that as well. What you may not know is that there are much better tools to provide outstanding customer service than the ones you’re already using. Here are four big tips for you as you’re planning your support channels:

1. Don’t build a custom contact form.
Building a custom contact form on your website takes valuable time and resources away from your core business. Instead, sign up and get a widget from UserVoice (or one of our competitors) and in less than 30 seconds you’ll have a contact form that supports any number of custom fields you want to add, allows you to append your own customer-specific metadata, supports attachments and, most importantly, will auto-suggest relevant FAQ articles even before the customer submits the form.

2. Don’t use shared email for customer support.
It’s true that you can take managing customer support via a shared email inbox pretty far. You won’t really feel the pain until a couple of issues slip through the digital crack because it wasn’t clear who on your team was responsible for following up with the customer. But why go through that? These days you can choose from a number of inexpensive, purpose-built tools, like UserVoice, targeted at companies that want to provide better customer service. Starting at $5/mo you can have a complete support solution that will grow with your business when you are finally ready to add that 2nd or 3rd support rep to your team.

3. Don’t waste time gathering feedback on message boards.
Scanning message boards to gather user feedback sounds like a good idea, but it’s really painful. Forums are both noisy and insular. Someone posts “I want you to add X” then a few people reply “+1″ but then someone else says “I think X is good but only if you do Y to it.” Very quickly you don’t know what anyone really wants. And you especially don’t have an easy way to follow-up with people directly. Worst of all, you’re only hearing from a vocal minority. Casual users won’t go into your forums and won’t wade through 10 pages of +1′s to add their voice, they’ll just give up.

UserVoice Feedback gives you a better way to harness customer feedback and turn it into something useful. It starts with a simple prompt: How can we make ___insert_your_company___ better? Customers give their feedback and vote up the best ideas. It’s easier for customers to get involved and give you feedback, and it’s much easier for you to follow-up and keep these important customers in the loop.

4. Don’t hide from your customers.
This really should be the first recommendation. The sad fact is, people still don’t expect great customer service, and they certainly don’t expect you to be ready and willing to listen to their feedback, especially with that small gray “contact” link buried in your footer. Show customers that their experience and their feedback is important, nay, vital to your business. Put a big link at the top of the page, or a widget on the side of it. Something that tells people you’re not “business as usual.” Show them you really care.

I started UserVoice because I wanted to make doing all of these things simple so that companies could focus on what really matters: building their products and communicating with their customers, not setting up all this stuff. I hope you’ll find it as useful as our thousands of existing customers have in getting you back to work.

-Richard White, UserVoice