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By Joel Spolsky)
Monday, February 28,200 7
Belongs to Joel on software,

Http://www.joelonsoftware.com

Fog Creek did not support customer service personnel just years before it was founded, so Michael and I did it on their own. We took the time we could have improved the software to help our customers, but we learned a lot and now we also have better customer service operations.

Here are seven things we have learned about delivering superior customer service. I deliberately usedExcellence(Remarkable) The goal is to provideMentioned(Remark) Customer Service.

Contents [Hide] 1 1. Every task is solved in two ways. 2 2. It is recommended to blow off dust. 3 3. Make customers become fans 4 4. Blame 5 5. Reciting difficult words (awkward phrases) 6 6. Practice puppet show 7 7. Greed makes you gain nothing 8 8. (bonus !) Provide a career path for customer service personnel)

1. Every task is solved in two ways.

Almost all technical support problems have two solutions. The immediate solution of the table is to eliminate the customer's problem. But when you think more, you can usually find a more in-depth solution: a method that can make this particular problem no longer happen.

Sometimes this means to make the software or the security program more intelligent; our current security program will check many special cases. Sometimes you only need to improve the usage of an error message. Sometimes, without a good solution, you can only add an article in the knowledge base to leave experience.

We treat every technical support requirement as NTSB handles aircraft crashes. When a plane crashes, they send investigators to find out what happened and come up with a new policy to prevent this problem from happening again. This has an extraordinary role in flight safety, so the rare air crash in the United States is a very special situation.

There are two hints.

First, it is important to bring technical support closer to the development team. This means that technical support cannot be outsourced: they must stay in the same portal with the developers to solve the problem. Many software companies still believe that moving technical services to Bangalore or the Philippines, or outsourcing to another company, will be more economical 」. Yes, the processing cost for a single event may change from 50 yuan to 10 yuan, but you will pay 10 yuan again and again.

When a technical support incident is handled by qualified personnel in New York, it may be that weLastThis problem occurs. Therefore, we have eliminated the entire category through a 50 RMB event.

I don't know why, telephone companies, cable companies, and network service providers cannot understand this formula. They outsourced technical services to any of the cheapest vendors, and repeatedly paid 10 yuan to eliminate the same problem, but did not fix the problem once with the original program code. The cheap telephone service center does not have a mechanism to correct the problem; in fact, it does notMotivationTo solve the problem, because their income depends on heavy transactions, their favorite thing is to be able to face the same problem and give the same answer again and again.

The second implication that everything is solved in two ways is that all common and common problems will be solved. In the end, there will be only crazy and rare problems. This is a good thing, because the number of such problems is too small, and there is less technical support, which can save a lot of money. However, the downside is that there is no reverse technical support: some are just serious debugging and troubleshooting. The new support personnel cannot only teach ten common solutions. You must teach them the methods for debugging.

For us, the belief that "everything is solved in two ways" is indeed rewarding. We only need to double the technical support cost to increase sales.10 times.

2. It is recommended to blow off dust.

Microsoft's Raymond Chen told a story about a Customer complaining that the keyboard won't change. Of course, the reason is that there is no wiring. If you ask them if the wire is well connected, "they will feel insulted and say," Of course, it's okay! Do I look like an idiot ?』 Instead of checking .」

Chen's suggestion is "in another way," well, sometimes the joints are a little dusty and loose. Can you unplug the connector, blow it off, and insert it back ?』」

"Then they will climb down the table and find that they forgot the wiring (or inserted the wrong hole). Then they will blow the plug back and answer," Well, that's all. Thank you. 』」

Many actions that require customers to perform certain checks can be expressed in this way. Don't ask them to check a specific setting, but ask them to change the setting and then go back. The goal is "just to make sure the software actually saves the setting .」

3. Make customers become fans

Whenever Fog Creek needs logo gear, I will go to the lands 'end to buy it.

Why?

Let me tell a story. We needed some shirts at a trade fair. I went to the lands end and ordered two dozen shirts. the logo was designed to be the same as the backpack I purchased earlier.

The shirts we sent made us very frustrated because they were not clearly visible.

It turns out that the color of the backpack is brighter than that of the shirt, so the color is clear on the backpack, but it is too dark on the shirt.

I called Lands' End. As usual, someoneBefore the phone ringsConnect it. I'm sure they have a system that will keep people in the Customer Service team on standby,So that the customer does not need to wait until a bell rings..

I explained that I screwed up things.

They said, "Don't worry. You can return the full amount. We will redo the shirt with different colors .」

I said, "There are only two days left for the exhibition .」

They said they would use fedex to deliver the new shirt and I will get it tomorrow. The old shirt is waiting for me to return.

They paid for the freight on both sides. I did not pay a cent. Although they could not use a bunch of obscure Fog Creek shirts, they still absorbed the cost.

So now I will tell this story to everyone who needs promotion gifts. In fact, every time we talk about the telephone menu system or customer service, I will tell this story. They provide excellent customer services, so I have repeatedly mentioned them.

When the customer has problemsAnd you solved it.They will be more satisfied than they have never encountered any problems.

This must be related to expectations. In terms of technical support and customer service from airlines, telephone companies, cable TV companies, and network service providers, most people will think that the customer service is generallyBad. You are too lazy to try again, right? So when someone calls Fog Creek, there will be real people to answer questions right away, there will be no voice emails or phone menus, and the answer will be considerate, friendly, and true.Solved their problems. Compared with people who have no chance to contact us and assume that we are common, these customers can give us high comments,

I'm not saying I really wantMake some mistakes.

When something goes wrong, we will have the opportunity to present excellent customer services. However, many customers do not call, but are angry.

But when someone makes a call, think of it as a build-up.Fanatic loyaltyA great opportunity for the customer to publicize how well you are doing.

4. Blame

One morning I wanted to build another apartment key, so I went to the lock shop on the street corner on my way to work.

Having lived in an apartment in New York City for 13 years, I learned never to trust lockers; half of the backup keys they played were unavailable. So I went home and tried a new key. As expected, one of them was useless.

I took it back to the locksmith.

He replayed one.

I will go home and try a new key.

OrNot available.

So I got angry. There are three lines on the head. I have been late for work for half an hour, but I have to find a locksmith.Third time. I really want to give up. However, I decided to give this bad guy another chance.

I rushed into the store and was about to get furious.

「OrCannot it be used ?」 He asked, "Let me see it .」

He looks at the key.

I muttered and tried to find the best way to express the anger that was forced to go back and forth throughout the morning.

He said, "Oh, it's my fault .」

Suddenly, I am not angry at all.

It's mysterious. The phrase "it's my fault" completely dispelled my anger. It's just this sentence.

He played the third key. I'm no longer angry, and I can use the key as well.

I have been on this planet for forty years, and I can't believe that the words "it's my fault" can actually change my mood within several seconds.

Most locks in New York City are not the type of guy who acknowledges the mistake. It's my fault. But he does.

5. Reciting difficult words (awkward phrases)

I think it's better to go to a restaurant for breakfast now that it's soup in the morning.

This is a typical New York restaurant, just like the one in the Seinfeld film. The menu is thirty pages thick, but the kitchen is as small as a phone booth. This is incredible. They must have Star Trek technology to squeeze all the ingredients into this small space. Maybe they can change the arrangement of atoms at any time.

I sat down at the cashier.

There is an elderly woman to check out. When she paid, she said to the shopkeeper, "you know I have been dining here for many years, and the waiter is really rude to me .」

The shopkeeper got angry.

「 What do you mean? No! He is a good waiter! I have never heard of others complaining about him !」

The guests are unbelievable. Her loyal customer wanted to help the shopkeeper and let him know that he had a waiter whose courtesy was to be improved, and the shopkeeper had a quarrel with her.

「 Well, it's not that tight, but I 've been here for several years. Others are very nice to me. Only this guy is very rude. 」 she explained with patience.

「 I don't care if you have been here since the beginning of the day. My waiter is not rude .」 The shopkeeper yelled at her. 「 I have no trouble. Why are you in trouble ?」

「 Wait, if you treat me like this again, I will never come again .」

The shopkeeper said, "I don't care !」 One of the advantages of having a restaurant in New York is that there are too many people in the city to offend.Every guest who once servedThere are still many guests. 「 Come back! I don't want this guest !」

I miss you. The 60-year-old man at the restaurant shopkeeper fought with an old lady. Are you glorious? Do you have to be so awesome? Is it nice to have a quarrel? Do you really have to lose an old customer?

I'm sorry. I will tell him, OK ?」 Will it make you feel cheated?

When people complain, it is easy to be overwhelmed by the surging anger.

The solution is to recite some important wording andActually let them knowIn this way, you can forget your pill hormones and make your customers happy when necessary.

「 Sorry, it's my fault .」

Sorry, I cannot accept your money. This meal is mine .」

「 It's really bad. Please tell me how to make sure it won't happen again .」

It is normal to say "it's my fault. This is human. However, these four words make your angry customers happier. So you have. And you must be very serious about it.

So start practicing.

I read "it's my fault" one hundred times every morning in the shower until it sounds meaningless. Then you can say it as needed.

Add one point. You may think that admitting mistakes is a big taboo for yourself to go to court. This is nonsense. Avoid the defendant's method andNot to make people angry with you. The best practice is to acknowledge errors andFix the damn problem.

6. Practice puppet show

The angry shopkeepers apparently thought too much about the matter, but the locksmith did not. When angry customers complain or vent their complaints, they can easily arouse their defensive psychology.

You can never commit these disputes, and if you think too much about yourself, things will be a hundred times worse than they were. At this time, you began to hear the owner say, "I don't want such an asshole guest !」 They are excited for their victory. Wow, great, right? When you are the boss of a small business, you start to kill your customers. Charming.

As a result, this is not good for the enterprise, or even for your emotional health. When you win the game by expelling the customer, you will still feel annoyed because they can get the money back from the credit card company and tell a dozen of friends. Like Patrick McKenzie.

The "quarrel with the customer will never be broken .」

There is only one way to prevent angry customers from getting emotional: You must understand that they are not angry with you, but are angry with your company, you are just a ready-made representative of the company.

Because they treat you as a puppet, a portrait of a REAL Enterprise, you must also regard yourself as a puppet.

You are a puppet master. The customer is shouting at a puppet. They didn't yell at you. They are angry with puppets.

Your job is to find out "Alas! What should I ask a puppet to say to make this person a happy guest ?」

You are just a puppet master. You are not the dispute. When customers say "What's wrong with your employees", they are playing a role (in this example, they are referencing the movie "office space) ). You also have to assume a role. 「 Sorry. It's my fault .」 Find out what you want a puppet to do to make them happy, and don't think about how personal things are.

7. Greed makes you gain nothing

I recently talked to people responsible for most of Fog Creek's customer service last year. I asked them what is the most effective way to deal with angry customers.

"Frankly speaking," they said, "Our customers are quite good. We have never met any angry customers .」

Okay, that's right. We do have good customers, but after a year of callsNot angryIt's not unusual. I thought I was working in the telephone service center.NatureIs to face angry customers all day.

「 No. Our customers are very good .」

I think so. I think our customers are good because they don't worry. They won't worry because we have a generous and outrageous Return Policy: "If you cannot make you very happy, we will not accept your money .」

The customer knows nothing to fear. They have power in this relationship. So they will not be abused.

The 90-day refund guarantee for no reason is the best decision we made at Fog Creek. Try this: I used Fog Creek copilot for 24 hours. After three months, I called and said, "Hi, I need five yuan to buy a cup of coffee. I will refund the copilot day pass .」 We will refund you. Try to call in 91st, 92, or 203rd days. You can still take the money back. If you cannot be satisfied, we really don't want your money. I am confident that we are the only service that can be refunded because of ineffective advertising. This is unknown, but it means there are a lot of advertisements in Our column, because there will be no loss.

In the past six years, returning software accounted for 2% of our cost.

2%.

And you know? Most customers pay by credit card. If we don't refund the money, many people will call the bank. This is called chargeback ). They can take the money back, and we have to pay for it. If this happens too frequently, our credit card processing fee will increase.

Do you know the rejection rate of Fog Creek?

0%.

I'm not kidding.

If we stick to our refund position, the only possible result is that a few customers are angry with us and complain about our website. And we can no longer get their money.

I know some software companies have clearly stated on their own websites that no refund can be made in any situation, but if you call, they will eventually return the money to you. Because they know they don't pay back, your credit card companyYes. This is really thankless. At the end of the day, you still have to get a refund, and do not provide the warm comfort that potential customers know that there will be no problems. Therefore, they do not hesitate before spending money, or do not spend money at all.

8. (bonus !) Provide a career path for customer service personnel)

One of the last important things we learned at Fog Creek is to have a very good response from our customers. Fog Creek's business must have sufficient experience in the software development process, and be able to explain the reason why fogbugz is currently operating in a way that can make the software development team better. The technical support staff of Fog Creek cannot cope with the standard answers to frequently asked questions, because we have fixed the software to eliminate all the frequently asked questions, so the technical support here must be ableReal troubleshootingAnd this usually indicates that the debugging is required.

Many qualified people will find the front-end customer service very boring. I think this is normal. In order to compensate for this problem, I must have a clear career path when hiring these jobs. At Fog Creek, customer support is only the first year of a three-year management training program. The entire project includes a master's degree in technical management from Columbia University. This practice allows us to find skilled and intelligent training technicians to respond to and solve their problems along the great career path. We pay more than the average treatment for these positions (especially when you take into account the tuition fee of 25,000 yuan a year ), however, we have gained more value from them.