{"rowid": 62, "title": "Being Customer Supportive", "contents": "Every day in customer support is an inbox, a Twitter feed, or a software forum full of new questions. Each is brimming with your customers looking for advice, reassurance, or fixes for their software problems. Each one is an opportunity to take a break from wrestling with your own troublesome tasks and assist someone else in solving theirs.\nSometimes the questions are straightforward and can be answered in a few minutes with a short greeting, a link to a help page, or a prewritten bit of text you use regularly: how to print a receipt, reset a password, or even, sadly, close your account.\nMore often, a support email requires you to spend some time unpacking the question, asking for more information, and writing a detailed personal response, tailored to help that particular user on this particular day.\nHere I offer a few of my own guidelines on how to make today\u2019s email the best support experience for both me and my customer. And even if you don\u2019t consider what you do to be customer support, you might still find the suggestions useful for the next time you need to communicate with a client, to solve a software problem with teammates, or even reach out and ask for help yourself.\n(All the examples appearing in this article are fictional. Any resemblance to quotes from real, software-using persons is entirely coincidental. Except for the bit about Star Wars. That happened.)\nWho\u2019s TAHT girl\nI\u2019ll be honest: I briefly tried making these recommendations into a clever mnemonic like FAST (facial drooping, arm weakness, speech difficulties, time) or PAD (pressure, antiseptic, dressing). But instead, you get TAHT: tone, ask, help, thank. Ah, well.\nAs I work through each message in my support queue, I\n\nlisten to the tone of the email\nask clarifying questions\nbring in extra help as needed\nand thank the customer when the problem is solved.\n\nLet\u2019s open an email and get started!\nLeave your message at the sound of the tone\nWith our enthusiasm for emoji, it can be very hard to infer someone\u2019s tone from plain text. How much time have you spent pondering why your friend responded with \u201cThanks.\u201d instead of \u201cThanks!\u201d? I mean, why didn\u2019t she :grin: or :wink: too?\nOur support customers, however, are often direct about how they\u2019re feeling:\n\nI\u2019m working against a deadline. Need this fixed ASAP!!!!\nThis hasn\u2019t worked in a week and I am getting really frustrated.\nI\u2019ve done this ten times before and it\u2019s always worked. I must be missing something simple.\n\nThey want us to understand the urgency of this from their point of view, just as much as we want to help them in a timely manner. How this information is conveyed gives us an instant sense of whether they are frustrated, angry, or confused\u2014and, just as importantly, how frustrated-angry-confused they are. \nListen to this tone before you start writing your reply. Here are two ways I might open an email:\n\n\u201cI\u2019m sorry that you ran into trouble with this.\u201d\n\u201cSorry you ran into trouble with this!\u201d\n\nThe content is largely the same, but the tone is markedly different. The first version is a serious, staid reaction to the problem the customer is having; the second version is more relaxed, but no less sincere.\nMatching the tone to the sender\u2019s is an important first step. Overusing exclamation points or dropping in too-casual language may further upset someone who is already having a crummy time with your product. But to a cheerful user, a formal reply or an impersonal form response can be off-putting, and damage a good relationship.\nWhen in doubt, I err on the side of being too formal, rather than sending a reply that may be read as flip or insincere. But whichever you choose, matching your correspondent\u2019s tone will make for a more comfortable conversation.\nCatch the ball and throw it back\nOnce you\u2019ve got that tone on lock, it\u2019s time to tackle the question at hand. Let\u2019s see what our customer needs help with today:\n\nI tried everything in the troubleshooting page but I can\u2019t get it to work again. I am on a Mac. Please help.\n\nHmm, not much information here. Now, if I got this short email after helping five other people with the same problem on Mac OS X, I would be sorely tempted to send this customer that common solution in my first reply. I\u2019ve found it\u2019s important to resist the urge to assume this sixth person needs the same answer as the other five, though: there isn\u2019t enough to connect this email to the ones that came before hers. \nInstead, ask a few questions to start. Invest some time to see if there are other symptoms in common, like so:\n\nI\u2019m sorry that you ran into trouble with this! I\u2019ll need a little more information to see what\u2019s happening here.\n[questions]\nThank you for your help.\n\nThose questions are customized for the customer\u2019s issue as much as possible, and can be fairly wide-ranging. They may include asking for log files, getting some screenshots, or simply checking the browser and operating system version she\u2019s using. I\u2019ll ask anything that might make a connection to the previous cases I\u2019ve answered\u2014or, just as importantly, confirm that there isn\u2019t a connection. What\u2019s more, a few well-placed questions may save us both from pursuing the wrong path and building additional frustration. \n(A note on that closing: \u201cThank you for your help\u201d\u2013I often end an email this way when I\u2019ve asked for a significant amount of follow up information. After all, I\u2019m imposing on my customer\u2019s time to run any number of tests. It\u2019s a necessary step, but I feel that thanking them is a nice acknowledgment we\u2019re in this together.)\nHaving said that, though, let\u2019s bring tone back into the mix:\n\nI tried everything in the troubleshooting but I can\u2019t get it to work again. I am on a Mac. I\u2019m working against a deadline. Need this fixed ASAP!!!!\n\nThis customer wants answers now. I\u2019ll still ask for more details, but would consider including the solution to the previous problem in my initial reply as well. (But only if doing so can\u2019t make the situation worse!)\n\nI\u2019m sorry that you ran into trouble with this! I\u2019ll need a little more information to see what\u2019s happening here.\n[questions]\nIf you\u2019d like to try something in the meantime, delete the file named xyz.txt. (If this isn\u2019t the cause of the problem, deleting the file won\u2019t hurt anything.)  Here\u2019s how to find that file on your computer:\n[steps]\nLet me know how it goes!\n\nIn the best case, the suggestion works and the customer is on her way. If it doesn\u2019t solve the problem, you will get more information in answer to your questions and can explore other options. And you\u2019ve given the customer an opportunity to be involved in fixing the issue, and some new tools which might come in handy again in the future.\nBring in help\nThe support software I use counts how many emails the customer and I have exchanged, and reports it in a summary line in my inbox. It\u2019s an easy, passive reminder of how long the customer and I have been working together on a problem, especially first thing in the morning when I\u2019m reacquainting myself with my open support cases.\nThree is the smallest number I\u2019ll see there: the customer sends the initial question (1 email); I reply with an answer (2 emails); the customer confirms the problem is solved (3 emails). But the most complicated, stickiest tickets climb into double-digit replies, and anything that stretches beyond a dozen is worthy of a cheer in Slack when we finally get to the root of the problem and get it fixed.\nWhile an extra round of questions and answers will nudge that number higher, it gives me the chance to feel out the technical comfort level of the person I\u2019m helping. If I ask the customer to send some screenshots or log files and he isn\u2019t sure how to do that, I will use that information to adjust my instructions on next steps. I may still ask him to try running a traceroute on his computer, but I\u2019ll break down the steps into a concise, numbered list, and attach screenshots of each step to illustrate it.\nIf the issue at hand is getting complicated, take note if the customer starts to feel out of their depth technically\u2014either because they tell you so directly or because you sense a shift in tone. If that happens, propose bringing some outside help into the conversation:\n\nDo you have a network firewall or do you use any antivirus software? One of those might be blocking a connection that the software needs to work properly; here\u2019s a list of the required connections [link]. If you have an IT department in-house, they should be able to help confirm that none of those are being blocked.\n\nor:\n\nThis error message means you don\u2019t have permission to install the software on your own computer. Is there a systems administrator in the office that may be able to help with this?  \n\nFor email-based support cases, I\u2019ll even offer to add someone from their IT department to the thread, so we can discuss the problem together rather than have the customer relay questions and answers back and forth.\nSimilarly, there are occasionally times when my way of describing things doesn\u2019t fit how the customer understands them. Rather than bang our heads against our keyboards, I will ask one of my support colleagues to join the conversation from our side, and see if he can explain things more clearly than I\u2019ve been able to do.\nWe appreciate your business. Please call again\nAnd then, o frabjous day, you get your reward: the reply which says the problem has been solved. \n\nThat worked!! Thank you so much for saving my day!\nI wish I could send you some cookies!\nIf you were here, I would give you my tickets to Star Wars.\n[Reply is an animated gif.]\n\nSometimes the reply is a bit more understated:\n\nThat fixed it. Thanks.\n\nWhether the customer is elated, satisfied, or frankly happy to be done with emailing support, I like to close longer email threads or short, complicated issues with a final thanks and reminder that we\u2019re here to help: \n\nThank you for the update; I\u2019m glad to hear that solved the problem for you! I hope everything goes smoothly for you now, but feel free to email us again if you run into any other questions or problems. Best,\n\nThen mark that support case closed, and move on to the next question. Because even with the most thoughtfully designed software product, there will always be customers with questions for your capable support team to answer.\nTone, ask, help, thank\nSo there you have it: TAHT. Pay attention to tone; ask questions; bring in help; thank your customer.\n(Lack of) catchy mnemonics aside, good customer support is about listening, paying attention, and taking care in your replies. I think it can be summed up beautifully by this quote from Pamela Marie (as tweeted by Chris Coyier):\n\nGolden rule asking a question: imagine trying to answer it \nGolden rule in answering: imagine getting your answer \n\nYou and your teammates are applying a variation of this golden rule in every email you write. You\u2019re the software ambassadors to your customers and clients. You get the brunt of the problems and complaints, but you also get to help fix them. You write the apologies, but you also have the chance to make each person\u2019s experience with your company or product a little bit better for next time.\nI hope that your holidays are merry and bright, and may all your support inboxes be light.", "year": "2015", "author": "Elizabeth Galle", "author_slug": "elizabethgalle", "published": "2015-12-02T00:00:00+00:00", "url": "https://24ways.org/2015/being-customer-supportive/", "topic": "process"}
{"rowid": 66, "title": "Solve the Hard Problems", "contents": "So, here we find ourselves on the cusp of 2016. We\u2019ve had a good year \u2013 the web is still alive, no one has switched it off yet. Clients still have websites, teenagers still have phone apps, and there continue to be plenty of online brands to meaningfully engage with each day. Good job team, high fives all round.\nAs it\u2019s the time to make resolutions, I wanted to share three small ideas to take into the new year.\nGet good at what you do\n\u201cHow do you get to Carnegie Hall?\u201d the old joke goes. \u201cPractise, practise, practise.\u201d \nWe work in an industry where there is an awful lot to learn. There\u2019s a lot to learn to get started and then once you do, there\u2019s a lot more to learn to keep your skills current. Just when you think you\u2019ve mastered something, it changes.\nThis is true of many industries, of course, but the sheer pace of change for us makes learning not an annual activity, but daily. Learning takes time, and while I\u2019m not convinced that every skill takes the fabled ten thousand hours to master, there is certainly no escaping that to remain current we must reinvest time in keeping our skills up to date.\nPicking where to spend your time\nOne of the hardest aspects of this thing of ours is just choosing what to learn. If you, like me, invested any time in learning the Less CSS preprocessor over the last few years, you\u2019ll probably now be spending your time relearning Sass instead. If you spent time learning Grunt, chances are you\u2019ll now be thinking about whether you should switch to Gulp. It\u2019s not just that there are new types of tools, there are new tools and frameworks to do the things you\u2019re already doing, but, well, differently.\nDeciding what to learn is hard and the costs of backing the wrong horse can seriously mount up; so much so that by the time you\u2019ve learned and then relearned the tools everyone says you need for your job, there\u2019s rarely enough time to spend really getting to know how best to use them.\n\u00a0Practise, practise, practise\nDo you know how you don\u2019t get to Carnegie Hall? By learning a new instrument each week. It takes time and experience to really learn something well. That goes for a new JavaScript framework as much as a violin. If you flit from one shiny new thing to another, you\u2019re destined to produce amateurish work forever.\nLearn the new thing, but then stick with it long enough to get really good at it \u2013 even if Twitter trolls try to convince you it\u2019s not cool. What\u2019s really not cool is living as a forevernoob. \nIf you\u2019re still not sure what to learn, go back to basics. Considering a new CSS or JavaScript framework? Invest that time in learning the underlying CSS or JavaScript really well instead. Those skills will stand the test of time.\nAudience and purpose\nBack when I was in school, my English teacher (a nice Welsh lady, who I appreciate more now than I did back then) used to love to remind us that every piece of writing should have an audience and a purpose. So much so that audience and purpose almost became her catch phrase. For every essay, article or letter, we were reminded to consider who we were writing it for and what we were trying to achieve. \nIt\u2019s something I think about a lot; certainly when writing, but also in almost every other creative endeavour. Asking who is this for and what am I trying to achieve applies equally to designing a logo or website, through to composing music or writing software.\nBeing productive\nIt seems like everyone wants to have a product these days. As someone who used to do client services work and now has a product company, I often talk with people who are interested in taking something they\u2019ve built in-house and turning it into a product. You know the sort of thing: a design agency with its own CMS or project management web app; the very logical thought process of: if this helps our business, maybe others will find it valuable too; the question that inevitably follows: could we turn this into a product?\nWhether consciously or not, the audience and purpose influence nearly every aspect of your creative process. Once written or designed or developed or created, revising a work to change the audience and purpose can be quite a challenge. No matter how much you want to turn the tension-building, atmospheric music for a horror film into a catchy chart hit, it\u2019s going to be a struggle. Yes, it\u2019s music, but that\u2019s neither the audience nor purpose for which it was created.\nThe same is absolutely true for your in-house tools \u2013 those were also designed for a specific audience and purpose. Your in-house CMS would have been designed with an audience of your own development team, who are busy implementing sites for clients. The purpose is to make that team more productive overall, taking into account considerations of maintaining multiple sites on a common codebase, training clients, a more mature and stable platform and all the other benefits of reusing the same code for each project. The audience is your team and the purpose increased productivity.\nThat\u2019s very different from a customer who wants to buy a polished system to use off-the-shelf. If their needs perfectly aligned with yours then they wouldn\u2019t be in the market for your product \u2013 they would have built their own.\nSometimes you hear the advice to \u201cscratch your own itch\u201d when it comes to product design. I don\u2019t completely agree. Got an itch? Great. Find other itchy people and sell them a backscratcher.\nBuilding a product, like designing a website, is a lot of work. It requires knowing your audience and purpose inside out. You can\u2019t fudge it and you can\u2019t just hope you\u2019ll find an audience for some old thing you have lying around.\nAlways consider the audience and purpose for everything you create. It\u2019s often the difference between success and failure.\nSolve the hard problems\nHuman beings have a natural tendency to avoid hard problems. In digital design (websites, software, whatever) the received wisdom is often that we can get 80% of the way towards doing the hard thing by doing something that\u2019s not very hard.\nDo you know what you get at the end of it? Paid. But nothing really great ever happens that way.\nI worked on a client project a while back where one of the big challenges was making full use of the massive image library they had built up over the years. The client had tens of thousands of photographs, along with a fair amount of video and a large MP3 audio library too. If it wasn\u2019t managed carefully, storage sizes would get out of control, content would go unattributed, and everything would get very messy very quickly.\nI could tell from the outset that this aspect of the project was going to be a constant problem. So we tackled it head-on. We designed and built a media management system to hold and process all the assets, and added an API so the content management system could talk to it. Every time the site needed a photo at a new size, it made an API request to the system and everything was handled seamlessly.\nIt was a daunting job to invest all the time and effort in building that dedicated system and API, but it really paid off. Instead of having the constant troubles of a vast library of media, it became one of the strongest parts of the project.\nTurn your hardest problems into your biggest strengths\nThere\u2019s a funny thing about hard problems. The hardest problems are the most fun to solve and have the biggest impact.\nMaybe you\u2019re the sort of person who clocks in for work, does their job and clocks out at 5pm without another thought. But I don\u2019t think you are, because you\u2019re here reading this. If you really love what you do, I don\u2019t think you can be satisfied in your work unless you\u2019re seeking out and working on those hard problems. That\u2019s where the magic is.\n\nThe new year is a helpful time to think about breaking bad habits. Whether it\u2019s smoking a bit less, or going to the gym a bit more, the ticking over of the calendar can provide the motivation for a new start. I have some suggestions for you.\n\nGet good at what you do. Practise your skills and don\u2019t just flit from one shiny thing to the next.\nRemember who you\u2019re doing it for and why. Consider the audience and purpose for everything you create.\nSolve the hard problems. It\u2019s more interesting, more satisfying, and has a greater impact.\n\nAs we move into 2016, these are the things I\u2019m going to continue to work on. Maybe you\u2019d like to join me.", "year": "2015", "author": "Drew McLellan", "author_slug": "drewmclellan", "published": "2015-12-24T00:00:00+00:00", "url": "https://24ways.org/2015/solve-the-hard-problems/", "topic": "process"}