---
title: "Customer support research for a consumer technology company | antedote"
description: "Customer needs research for a consumer technology company: groups and in-depth interviews with customers in three markets, brought together in a needs framework for support."
url: "https://antedote.com/explore-our-work/support-built-around-what-customers-need/"
author: "antedote"
---

# 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

## What happened next

The company’s own team built its support plans on the research, then took the work into its global customer experience strategy. It was one of several programs the company commissioned from us.

## 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](https://antedote.com/explore-our-work/?work=Consumer%20understanding#library)

- Enterprise technology

    ### [Getting to know everyone behind an enterprise technology purchase](https://antedote.com/explore-our-work/researching-enterprise-technology-buyers/)

    The company has commissioned new work from us every year since the program began, and a proposition we explored with it later launched publicly.

- Smart home

    ### [Choosing which smart home customers to focus on](https://antedote.com/explore-our-work/segmentation-go-to-market/)

    The team committed to a focused set of segments, and built its later research and its advertising agency’s creative work around the priority segments.

**What we do**
[Strategic research](https://antedote.com/what-we-do/strategic-research/)

## Want to understand your customers better?

Bring the question, and we’ll talk through where to begin.

[Talk to us](https://antedote.com/talk-to-us/) · [hello@antedote.com](mailto:hello@antedote.com)

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