“Poor support will kill your business quicker than any pandemic.” - Nagui Bihelek

The Support Pandemic That’s Killing Small Business: A Tale of Woe and Triumph

In the bustling digital marketplace, where the click of a button can either catapult a small business to stardom or plunge it into the abyss, there lies a silent pandemic. It's not the kind that can be solved with a vaccine or social distancing. No, this pandemic is of a different breed—it's the lack of quality support, and it's wreaking havoc on small businesses everywhere.

Imagine, if you will, the story of Bob's Boutique, a small but mighty online retailer specializing in artisanal hot sauces. Bob's business was booming, and with the holiday season approaching, he was ready to launch his most ambitious campaign yet. But then disaster struck. A critical issue with his website's checkout process emerged, crippling sales at the most crucial time of the year. Bob needed help, and he needed it fast.

The Root of the Problem

So, why is this support pandemic so widespread? As companies increasingly shift to online products and services, the emphasis on quality seems to have taken a backseat. Products are rushed to market without proper testing, and the human factor is often overlooked. It's not just about having a great product; it's about how users interact with it. This is where Emotional Intelligence (EI) and Behavior Intelligence (BI) come into play. Understanding and designing for the human element is crucial, yet so often neglected.

Pre-sales support, while influential, tends to prioritize sales over solving the real needs of the customer. Post-sales support, or the lack thereof, can be the final nail in the coffin. Poor listening, wrong Key Performance Indicators (KPIs), and inadequate frontline training can turn a small issue into a full-blown crisis.

Bob's Boutique: A Case Study

Let's return to Bob's Boutique. Bob's initial plea for help was met with automated responses and generic troubleshooting tips that didn't address his specific issue. It was clear that the support team was not listening. They were projecting their assumptions onto Bob without truly understanding his problem. This is a classic example of poor Emotional Intelligence in action.

Frustrated, Bob escalated the issue, only to find himself stuck in a loop of repeating the same information to different support agents. It was evident that the support team's KPIs were focused on volume, not resolution. This lack of Behavior Intelligence, the ability to adapt behavior based on understanding, was costing Bob precious time and money.

The Solution

So, what's the cure for this pandemic? It starts with training behavior, not just skills. Support teams need to be taught the importance of Emotional Intelligence, listening, and caring about the customer's issue as if it were their own. Judgment should be reserved, and a culture of humility and eagerness to solve problems should be fostered.

1. Train for Emotional and Behavior Intelligence: Teach support teams to listen actively and empathize with customers. Understanding the emotional context of a support request can lead to quicker, more effective resolutions.

2. Enforce the Right Values and Culture: Create an environment where quality support is valued over the quantity of tickets closed. Encourage a culture of continuous improvement and learning.

3. Establish Zero Tolerance for Complacency: Complacency is the enemy of progress. Set clear expectations that every issue should be resolved with the urgency and importance it deserves.

4. Redefine KPIs: Shift focus from volume to first-time resolution. Encourage thorough investigation and resolution of issues to prevent repeat tickets and customer frustration.

Conclusion

In the end, Bob's Boutique was saved by a senior support agent who took the time to listen, understand, and genuinely care about solving the problem. This agent demonstrated the kind of Emotional and Behavior Intelligence that should be the standard, not the exception.

For small businesses to thrive in the digital age, quality support is not just important—it's essential. By focusing on Emotional Intelligence, listening, and genuinely caring about each customer's experience, companies can turn the tide on this support pandemic.

To succeed in this new landscape, follow these steps: train for EI and BI, enforce the right values, establish zero tolerance for complacency, and redefine KPIs. It's time to put the human back into human support.