 Hello guys. So it's a great event so far and it's wonderful audience before me and it's a great opportunity for me to present before you and thank you for the great introduction about me. I had that in my script. Anyway, so the topic is about customer support. So I have always wondered why this Ahmedabad chapter had a great meetups. You guys have a jam-packed meetups, right? You have a great meetup and all of the time you have a full house. So I got the answer that you have this city produces great number of agencies work for WordPress and have a freaking number of freelancers as well, right? So sorry. So that's in inspires me to deliver this topic on the customer support. So that's my topic, engineering happiness, the essential of customer support and I like to thank Mr. Aslam who had given an insight about whom I'm talking to, the audience before me. I think there are a great number of developers and freelancers right here before me, right? So with that I'll just start with my first slide. So the agenda here is why most of the customer support fails. So we will just see what are the essential things they lack and what can be improved from them. So what actually caused them failures? So we'll just check with them and the second thing is we'll also see what is essential things that customer support needs to deliver happiness and then we'll also see how the happiness happy customers can turn as your promoters. The promoters are actually the loyal customers who are going to give you a great number of business. We'll see some stats later in the slides and a customer support presentation does not end without solving the final question how to deal with difficult customers, right? So we'll just see all these steps in this presentation. Next one. So before that I like to ask you few questions. If you have any idea about what exactly is customer support or service, anyone, what exactly is customer support? Okay, maybe I'll tell you what is not customer support. If you think that customer support is just solving problems, the customer reported a problem and you need to solve that. So if you think that it is just that that part of the thing that's actually can be defined as customer support is actually not. It's more than that. It has an emotional value attributed to it. It has an emotional value. It's more of means than the ends. If I can give you an example, maybe you can relate to it. If you have came here to this auditorium, booking an OLA from your destination. So at the end of your ride, you may be asked to give you a review about your ride, right? So what are the factors that influences you to give a five-star rating to that ride? So you already here arrived. So the factors you see here is how your ride is, right? How you're treated? How the driver behaved? And all these things. So even though you have arrived in the destination, but the driver had misbehaved or the driver has a rash driving, you don't give that five-star rating to it. So it's that part that has an emotional value that we are going to discuss here. So actually the customer support is more of means than the end. So it has to be attributed with values. Next one. So why we need to talk about this? Why engineering happiness is really important? So we see that it has a high retention rate. What is high retention rate is once you have a happy customer, they're going to be your recurring customer. They're going to be yours. You actually own them. You actually win them. Actually they are going to be for your server. And you have a loyal customer. That's the outcome of a high retention rate. And it's also going to be increase your market credibility because you have a huge customer base. Doesn't mean that your market credibility is also worthy. You have to be in those standards that your customer should speak for you. It also helps you to help execute you to understand the situation that they can also be committed as well. So it goes hand in hand. If you have a committed executive, they can deliver an excellent support. And if you have an enthusiastic customer, in sense, they will also inspire your executives who are trained to give solutions to them. And it doesn't cost anything more. So if you think that if you want to deliver something extraordinary, it doesn't cost you anything. It's just the basic thing we need to fix. If you have all those essential things fixed, it's going to be all right. Next one. So we will just dive deep into why most customer support fail, the first topic. Next one. So the main thing that I have analyzed and experienced it, they fail to travel the extra mile. They're failing to travel the extra mile. The lack of customer support is they don't actually mean to deliver a poor customer support. But they fail to give the happiness at the end. They don't satisfy the customer. Just like in the case of an OLA ride that you had before. The driver actually fails to impress you more and you end up giving them a lower rating. That's the lack of initiative. The initiative that has to be innate should be instant. Without that, there's nothing can be done. And there are more process and transactional focus. So if I want to give you a pretty much an example of what is transactional and process focus, it's like something you don't have a connection with the customers. It's like if I can say that the customer is paying for you and you're supposed to deliver them. You're supposed to give them a solution. So it ends there. You don't have a connection with them. You understand their problems. You solve them. You speak with them. You ask questions. You interact with them, right? It gives an emotional value to it. So when these emotional values are lost, their customer support system actually fails and lacks an enthusiasm. If you don't serve the customer with a lot of enthusiasm, then you're already in loss. Next one. So we have seen why these things are failing. So we have to give a solution how to fix all these things, right? So we have a list of essentials of engineering happiness. The first and foremost is voluntary and unconditional enthusiasm. The service should be voluntary. How can I define voluntary is it has to be done instantly. So there is an issue and the issue needs to be solved instantly. So the initiative should come from inside, right? And this would be some enthusiasm to serve. So you have a customer with such a problem and you should try to address them in most of the possible ways you can. Next one. Video is not playing well. Maybe you can hear the audio. Maybe you have seen these scenes in English-English. This is an example of an involuntary and mechanical customer support. The women in the counter is just addressing our ladies, Sri Devi, with just an involuntary motion, just how we're doing. It doesn't mean anything. It should be very much emotional, right? How we're doing it? It should be greeted with a smile and the customer receiving should also respond well. Next one. Next one, please. So there should be a genuine interest to solve the problem. You should express that, okay, I can solve this problem. Because the one thing most of us don't understand is customer always believes in you. That's the only thing that they come to you and they always believe in you that you can solve this problem. When they have that belief, you need to return that in most possible ways with a genuine interest that you can solve the problem. You need to convince that, yes, I can solve this. So this can be very much seen in most of the forums, actually, especially in WordPress forum, if you can see in the WordPress forum, the volunteers, they have this kind of interest. They need to solve this problem. These are problem-solving attitudes that every customer support should have. Next one. And paying attention to details. This is very much important. Because when you have a problem, when the customer reports a problem, the problem is not going to disappear as it is. So if you have a problem, you're not going to forget it, right? You're not going to forget it. If the customer reports one, two, three, four, and five problems in the same thread and you try to address it, just three of them are going to ignore the rest of it, you are already at loss. The customer is going to misbehave with you. Because the problems are not going to disappear as it is. The only way that the problems will disappear is when you're happy. So when you're happy, you don't remember what problem you had. So the happiness is what we deliver to the customers. If you try to evade from these issues, if you try to evade from solving the problems, if you try to evade from paying attention to the details of the issues, then this is going to be a big issue for you. Next one. And you should have a unique and credible knowledge, because your customer trusts you, as I have already said. A unique and credible knowledge is something a customer always comes to you, maybe in lots of, maybe they have exploded about the issue in Google in your knowledge basis and various available platforms, and they come to you with an issue. And when this happens, you should have that unique particular knowledge. The issue can be very much peculiar to just that customer alone. So this can only be obtained when you have a proper training about your product, when you have a great knowledge and in-depth knowledge about your product and solutions and how it is delivered as well. Next one. And this is the era of artificial intelligence and we are booming with chatbots. So chatbots are replacing the human windows, right? We have seen many of the support systems where we just try to solve our issue and we end up with a chatbot popping up in front of us. They try to answer us and finally we realize that we haven't spoken to a human, right? So that's the case here that customers always try to reach you. They always try to reach you in any ways possible. Think of that in a way that you have an issue and you want to speak to a human alone. The missions can solve your problem, right? Also you need to write, you need to know where to place all those stuffs. If you have a technology that should be placed in the right position, right? For me, in my opinion, the chatbots can be placed in the knowledge base sections where you have a humongous amount of documentation on already solved issues. The chatbot can help you with that. And this is a case that it is not visible, clearly visible now. This is a case that an American Airlines has made automatic response to a tweet. The customers are already spoiling the reputation of the American Airlines. Just by reading the word congrats, the tweetbot replied to the customer, thank you. Just like it's actually a case that the customer actually roasting the service that is delivered to him. Next one. And be accessible. You should always be accessible. You should not try to avoid your customers. You should always be accessible. Your customers always try to reach you in any possible ways. Don't try to make a pick up with them. That won't work, right? If you are trying to give the limited number of support services, for example, you can be giving a 24-hour service, okay? You may not be giving a 24-hour service. You are very much limited with the number of hours. You can say to the customers, we are just away, okay? So the customers have information with them. So it's also necessary that you make yourself accessible. Also, you fix all your front-end assets as well. The customer should know where to reach you. Next one. So with that, I'm going to give you an overview of the essentials so far we have seen. So the customer service should be voluntary and unconditional with serve with unconditional enthusiasm. And you have to pay attention to details. Express a genuine interest. Don't spoil the customer's interest as well. Have a unique and credible knowledge of your own resources. Have them and make sure that your support is properly trained. Make right use of technology and assets and be accessible as well. Next one. Okay, we have seen the essentials that is required for making, delivering the happiness. So delivering happiness so far why we need to deliver happiness is we need to regain the customer. We need to we need to actually, we know the customer, right? So at the end of the day, your customer can turn as your promoters. The promoter is the one. Next one. I have a definition according to Bain and company. The promoter is the one who is less price sensitive. You can see that I have emphasized that the customer who is less price sensitive and has higher repurchase rate and is responsible for 80 to 90 percent of positive word of more transfer, word of more promotion about your company and brand. So you get the marketing free of cost because you have treated a customer and he is very much satisfied with your service. You need to look out the words that have emphasized who is less price sensitive. So these customers don't care about the prices that you are offering. They only care about the treatment that you are you are giving to them. Next one. So you want to regain your customers loyalty. You want to gain a customer loyalty. What are the factors that influence the customer loyalty is you must display a sense of urgency. The sense of urgency as in the case of a firefighter is responding to a fire alarm. So there's whatever the work they are doing they will just instantly go for it. They hear the fire alarm, they instantly respond to it and they go for the location where it is required. So that's the sense of urgency. The customer, the supporter should deliver to the customers and treat the customer problem as your problems. So there you go. So when you have your problem, when you have when you know the customer problem and you know what to do with it, you have to treat that your problem. So only you can you can understand that you can relate that, right? When you can relate with that you can actually go with that. And remember the customer preferences. This is actually quite, I thought it was quite impossible with online support systems. Remembering a customer preferences because customers have various preferences they might have received support from one of the support executives and next time they would have received a random support executive assigned to them, right? But we have implemented in our company on the go system. So if you have used one of our plugins in WPML and if you have raised support issue, we have an option to choose the executives, right? This, how it works is if you have already, if you have already have an issue and it was resolved by one of our executives and you have another issue. When you're trying to post another issue, we'll be displaying you who already solved the issue. So you want to continue with them or you want to choose a new one. So just this is the entire thing about how you can remember customer preferences, especially in an online environment. Also be addressing the customers in a personal way. Be responsive and appreciative. So it should be very much responsive that the response would be very much innate. Like I said before, it should be very much voluntary and it should happen instantly. And our first thing is the sincere compliments. Like I said before in the earlier video that I have shown, the compliment should be very much sincere, not just the word of mouth. It should have the emotional value and attributes. And take an extra mile. If you want to win over the customer, if you just want to win over a customer, you should travel the extra mile. The traveling the extra mile maybe you might be thinking that it might cost you your time. Actually it is not. It will give you an idea about the whole problem and you already can dig more deep into the solution. There is a thread in the maybe I am not having it right now. There is a thread in the wordpress.com forum. The issue is the customer has an issue with his own system. And the issue is not with other system. Only for him it's not for him. So it is identified, it is not working for him alone, but the supporters what they did was they dig deep into the issue. And they figured out that it is not just for his machine alone, they figured out that for this resolution and for particular resolution and particular devices, the issue is happening. So when you take that extra mile it's going to be very much helpful for you. Next one. And I have something that stats can prove you. We have so far discussed the theoretical parts that happy customers can do great business having saying this for this time. So we have this numbers right here. Returning customers spend an average 67% more than first customer. So if you already have a customer and you already own their loyalty, you are guaranteed that 67% business is going to grow already, right? And we have another stat. Next one. Up to 15% of a business most loyal customers account for 55 to 70% of the company total sales. Think about the rest of it. So you might be thinking that I am very much concentrating on retaining the customer and not I am doing away with the new customers, right? It might be the fact but the next slide will explain you that. So where you can gain the loyalty is when you are actually treating the customer in the first instance almost 50% you have the chances to win when they are making the first sales or the first service. I mean the support where they are creating it. So it's a blend of both. So you have to treat new customers and your retaining customers in a better way. So you should not do away with either of them. Next one. So if you can fix all these issues and we can actually gain the customer happiness. So even though there are many cases that a customer happiness doesn't guarantee you they will be happy forever. They can be deviant, right? They can have issues. We can talk about it in the detail of dealing how to deal with the difficult customers. For me the difficult customer is next one. The problem of product or service that is not properly delivered. If you have promised something and you have delivered something and you have already gained the customers you have already lost the customer, right? It is the actually if the customer is not received the proper service. So when the customer doesn't receive the proper service, they come to you with the facts in hand. So you have promised this. I have received this, right? So I need to solve this issue. So let's see how we can deal with it. Next one. So this is a famous thing that we already have in our mind how to deal with the difficult customer. So this is the perspective of a kid. If a kid is reluctant and not heading to your words, it's like you need to suit them, right? You need to understand them. You need to calm them first. You cannot play, you cannot reciprocate, you cannot argue with them. It doesn't go into work. So I will give you an explanation they are going to give to you. Don't treat them with policies, terms, conditions, we have this policy, we don't have to treat them with policies. It's going to irritate them. So in turn, you can say that we can do this. We have the limitations. In turn, you can explain what is the limitations you have. And whenever possible, you can apologize as well. You can apologize to the family. Whenever it is possible, you can apologize. And you should take the extra mile. This is the important part. When you take the extra mile, you have the 50% chance of winning back the customers. So this is when what I said that when you have a problem and you have you can only forget about the problem right? When you have already have a difficult customer just because you have delivered a bad customer support. And you can win back them just by delivering exceptional support the next time. And you can win back them. There are exceptional cases as well which we can do anything about them. So with that, I have a definition of a customer support which I define myself. It should be the customer support is voluntary action served with great enthusiasm to solve the customer issues. So with that, I am ending this topic. Thank you.