Customer support, mother-in-law, you can run but you can’t hide
This past Christmas my mother-in-law bought my father-in-law a new notebook computer. It was intended to replace his current laptop, which was so far beyond long in the tooth that it was being sized for dentures. (It was a Pentium II running Windows ME. No, seriously.)
His computing needs are very modest so she chose a budget model from a large well-known manufacturer that was a huge step up from the current one. So long as it was able to accomplish three tasks life would be good.
1. Connect to AOL via a modem because they live in an area that is unreachable by cable or DSL.
2. Play Windows card games
3. Run an old version of Excel to keep track of some finance stuff and some sports statistics.
So that’s the stage, we’re not talking giant needs in computation here. The problem is that after a few months the new computer stopped being able to accomplish item #1. The internal modem would no longer detect a dial tone, and even stranger an external USB modem had the same problem. Blame whomever you want, Vista, the manufacturer, Congress, the French, it makes no difference. The bottom line here is that the thing simply doesn’t work.
After I took a look at it, having to resurrect knowledge of modems that I had purged from memory years ago, I came to the conclusion that they’d need to use the warranty and contact the manufacturer to get it fixed. They’ve had the machine for eight weeks now. The call center in India kept explaining that it was at “our highest level of priority” to the point where the mother-in-law gave up and called the corporate office looking for help. Now she has the direct number and name of a guy there and I’m not even sure he’s in the support division.
My advice to him, get it fixed however you can. Ship a brand new machine if you have to. She’s not shy and is very persistent. If she claims she’ll call you, your boss, your mom, your dog, your cousin’s boyfriend’s college roommate twice removed she’ll do it. I cannot stress to you enough the seriousness of your situation.
What this whole story really highlights is the myth of customer support or rather the myth that it is nothing but a loss vehicle at a company. Sure it can be expensive to have competent, trained people working in support. It can also look mighty tempting to cut costs here. But here’s the trick, nothing, and I repeat nothing, will stand out more in the minds of your customers that good customer support. On the flip side, you can spend as much time as you want with whatever grand methodology you choose creating the most bug free software in the entire wide world but it can all fall apart with poor customer support.
When I had a DVD drive go bad in an iBook the guy at the Apple store immediately offered to swap out the entire computer. When I had a heat shield pull off, out of warranty, on an Acura I used to own the dealer replaced it for free and gave me a loaner on the spot. These are examples of places where I will continue to spend obscene amounts of money thanks to support. I’ll also recommend them to anyone I know that is looking for such a thing.
Heck, one time I even wrote to Wil Shipley of Delicious Monster with a question and I wasn’t even a customer of his. It didn’t matter, fifteen minutes later I got a response. That reminds me, I need to go pick up a copy of Delicious Library 2.
At the same time when I had a furnace go out in the dead of winter and called their “on call” guy to come fix it I could tell that his claims of being booked for the night were false. This was because, well, I COULD HEAR THE NOISE AT THE BAR IN BACKGROUND.
I’ll bet you can guess whether or not they got the business when the furnace finally kicked the bucket two years later.
I don’t usually talk about the internal workings at Seapine but in the case of our support organization I’ll make an exception. I do this largely because of the level of seriousness we take it since we have found, over and over again through interaction with paying customers, that it is a competitive advantage for us. All of our support people are full time employees and all of them actually know the products they support. We don’t have call scripts because that encourages the idea that you can plug just anyone into that role so long as they can read. The entire organization is overseen directly by our VP of Quality so he is responsible for internal testing before release and the ongoing help after release. We do follow up surveys with customers that call or email in making sure that the level of support they received was satisfactory. The majority of them are even located at the same physical facility as the developers. It is a huge deal for us, something that we can provide that others choose not to. It has without doubt made us far more money that it costs.
FAR more money.
Do you know the best thing though? It fulfills the modern American dream. It keeps mother-in-laws from repeatedly calling. (I joke with love. Really. No need to call.)








