Rebuilding support around what customers need
Every time a customer asks for help, they decide a little more about the company. A consumer technology company wanted its support built around what those customers need, so we heard from hundreds of them across three markets.
- Client
- Consumer technology company
- Industry
- Consumer technology
- Markets
- Three markets across EMEA
- Kind of work
- Consumer understanding
- Our role
- Customer needs research to shape support channels, tone and service
The question
When something goes wrong, the moment a customer asks for help can say more about a company than any campaign.
This company wanted to design its support from the customer’s side of that moment: what people need when they get in touch, the channels they expect, the tone they want to hear, and how they want a problem put right.
Our approach
We met customers with every kind of reason to get in touch, in groups and in-depth interviews across three very different markets in EMEA.
We brought everything together in a needs framework: one clear description of what customers need from support, written so the support, product and customer experience teams could all work from the same page.
A debrief and a film then put customers’ own voices in front of the people designing the service.
What the team came away with
The company’s support leaders came away with one picture of what customers need when they ask for help, in a form that teams far from the research could pick up and use.
Who we heard from
Customers in three markets, in groups and in-depth interviews
Related work
View consumer understanding case studies- What we do
- Strategic research
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