High Tech and Customer Support: Lessons Learned by Industry Leaders

Updated: Dec 26, 2019

customer support event panelists wix payoneer myheritage fiverr

On January 22, Wix Answers hosted an exclusive event, “Customer Support Matters,” in the hustle and bustle of Tel Aviv, Israel. Beer was sipped and spilt, pita bread generously devoured, and some of the brightest minds of the high-tech industry shared their thoughts on the importance of customer support in their daily schedules, and long-term growth. The panel included leading companies such as MyHeritage, Payoneer, Fiverr and Wix.

All four of these high tech brands have successful track records in their respective industries - their teams pushing the limits of online innovation, dealing with complex algorithms, and coming up with fascinating marketing campaigns. Yet, the core of their success still relies on one thing: connecting better with their users. As the CEO and Founder of Fiverr, Micha Kauffman, puts it:

“The only way to engage in a meaningful conversation is through customer support.”

From finding the best help desk software to keeping a human dimension, their testimonials enabled us to grasp the most important needs and concerns high tech companies are facing when it comes to customer support. Here they are:

1. Omnichannel is the all-seeing eye of customer support

At the early stages of your business, you can afford answering customers yourself, with basic tools such as your phone and email. Soon enough, you’ll start hitting hurdles as you’ll grow and your audience will become more demanding. You’ll open a business page on Facebook to offer social media support. Then, you’ll hire a customer support representative to assist you. Finally, you’ll find yourself juggling with more smartphones than your pockets can actually carry. This scenario is extremely widespread across startups on the rise - whether they specialize in high tech, eCommerce or more traditional sectors.

To solve the issues stemming from this proliferation of channels, high tech companies quickly found the need to own one platform that combines them all. Omnichannel customer support software became an extremely popular concept among the last years. But one can’t fully understand the revolution it represents until they actually use one themselves. Before using an omnichannel software, the VP of Support at MyHeritage, Yakir Lasry, had to deal with countless accounts, passwords and screens. The result? A growing feeling of frustration and dwindling efficiency.

“You have one vendor that does IVR (interactive voice response), one that does ticketing, and one for the help center. For me, I always hated it and I wanted everything to connect.”

With a huge variety of à la carte help desk features out there, MyHeritage has made the shift by using Wix Answers. This enables them to provide top-notch customer support, manage teams and gain valuable insights so no issues slip through the cracks.

As for customers, you’ll always have users requesting help more than once with different issues, which is why, at a certain point, you need to consolidate this information and have easy access to it. With an omnichannel solution - instead of conversations being scattered across multiple channels - each ticket, call and live chat consists of a timeline that can assist with tracking conversations. Overall, it paints a full picture for you of each customer's journey - from A to Z.

2. Support-driven data is shaping the entire production system

How do you know whether your latest feature was a success or a flop? How does your product team learn to prioritize top issues? Why are you receiving so many views on one particular knowledge base article? You can rely on your gut feeling, but having concrete data insights can set it in stone. The fact of the matter is that customers are the building blocks to any business, which is why their feedback must be recorded in an all-in-one system and represented in a clear way. The VP of Customer Solutions at Wix, Elad Eran, believes that precise data can help both support and product teams make data-driven decisions.

“We needed a powerful data insights tool to present to the entire company about what was going on in our products.”

By illustrating top issues through one seamless platform, the support team at Wix found themselves able to help other decision makers in the company, like marketers and product managers, optimize their own processes.

Valuable data can be extracted from multiple support assets. For example, checking how many users voted on your feature requests articles can give your product team a strong indication of which features should be modified, developed or abandoned. Receiving multiple questions about an answer you gave on a social media post might indicate that your content wasn’t clear enough. Lastly, this information should also impact the way that you manage your support itself. By defining and checking Key Performance Indicators (KPIs) related to answering tickets - from number of solved tickets