How do I build an efficient online customer support?

Providing a real service to customers

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You should listen and understand the customer needs, and providing real service to the customers.

These days its often a no brainer to build a dedicated customer support team, especially if you're selling software or have an ecommerce store. However, there are many approaches towards growing this team efficiently, so that you're focused on user happiness, retention, and ultimately growth.

I'll share some practices we've learned and employed here at Segment, a b2b enterprise software data analytics company.

1. Do things that don't scale: like most startups, it's common to have the desire to automate all the things. Our co-founder/CEO Peter was (and still once a week) doing all of the customer support. This is a very valuable channel, because we get to speak directly to customers about what they like and don't like about the product. Based on the inquiries of the customers, we have a better understanding of what skills we're looking for when we hire (web dev technologies? SQL understanding? etc).
2. Set success metrics: this is important, because, how will you know if you're success team is doing well? Or improving over time? The common metrics are satisfaction ratings and time to first touch (here is a great resource for more). In addition to the industry benchmark metrics, other metrics help determine when/how to hire and when/how to create scalable written resources (e.g. documentation or help articles). For example, we like to look at "Product coverage ratio", which means does the number of tickets our success agents cover for a certain product category exceed the number of new tickets in that product category come in each day? If yes, great; if no, then we'll have to figure out if the product is broken or if this is a real increase, e.g. if ticket volume matches user growth. This helps us stay ahead in hiring or know how we can alleviate ticket volume with content. More information here.
3. Rotation program: this is more for the benefit of the agents. Our success engineers are capable of web development and can build internal tooling, as well as submit bug fixes. We rotate the agents each week, so one out of three weeks is spent working on technical projects and not answering tickets in Zendesk.