Product support

Why is product support important?

Product support is important because it helps customers use and fix a product when needed. Without support, people may struggle with setup, troubleshooting, or repairs, leading to frustration and returns.

Good support builds trust. Only 3% of companies focus fully on customer needs, but those that do grow revenue 41% faster. They also keep more customers, with 51% better retention.

Strong support is an important part of overall customer success, as it impacts both retention and satisfaction. For complex products, support ensures proper use and safety. Regular updates, repairs, and troubleshooting help prevent small problems from becoming bigger issues.

In a competitive market, product support sets a company apart. Customers are more likely to buy again from brands that provide fast, reliable help when they need it.

What are the goals of product support?

The main goals of product support are to improve customer experience, prevent product issues, and build brand loyalty. 

Let’s look at these in more detail:

Improving customer experience

• Gives clear setup instructions so customers can start using the product easily.
• Provides support through phone, email, and live chat for quick help.
• Solves problems fast to reduce frustration and waiting time.
• Shares updates, guides, and troubleshooting tips to make the product easier to use.

Preventing product issues

• Finds and fixes common problems before they get worse.
• Offers maintenance advice to keep products working longer.
• Uses customer feedback to improve future products.
• Provides warranty and repair services for faulty products.

Building brand loyalty

• Earns customer trust by offering helpful and easy-to-reach support.
• Encourages repeat purchases by making product ownership hassle-free.
• Stands out from competitors by delivering excellent service.
• Shows customers they are valued by offering ongoing support.

Who is involved in product support?

Product support includes people inside and outside the company who help customers use and maintain their products. Here’s a look at the key stakeholders:

Internal stakeholders

• Customer support teams: Help customers by answering questions and solving problems.
• Product managers: Use customer feedback to improve products and plan updates.
• Engineers and developers: Fix issues, update software, and improve product performance.
• Quality assurance teams: Test products to catch and prevent problems before launch.
• Marketing and sales teams: Explain product features and direct customers to support options.

External stakeholders

• Customers: Share feedback and report problems that help improve support and products.
• Retailers and distributors: Handle customer concerns and manage returns or exchanges.
• Third-party service providers: Offer outsourced customer support, repairs, and warranties.
• Industry regulators: Make sure product support follows legal and safety rules.
• Online communities and forums: Provide advice, reviews, and troubleshooting help.

What is required for product support success?

To achieve product support success, focus on three key areas that improve customer experience, streamline processes, and enhance communication.

Provide fast and effective customer assistance

Make support easy to access through phone, email, chat, and self-service options. Use modern digital adoption solutions, which streamline the process by providing automated guidance and reducing ticket volumes. Train support teams to respond quickly and solve problems efficiently. Offer clear troubleshooting guides so customers can fix simple issues on their own. 

Improve product reliability and issue prevention

Test products thoroughly to catch problems before release. Use customer feedback to find common issues and fix them quickly. Provide regular updates, maintenance tips, and warranty services to keep products running smoothly. Make it easy for customers to request repairs or replacements.

Maintain clear and proactive communication

Keep customers informed about updates, fixes, and support options. Use emails, in-app messages, and website alerts to share important information. Make product manuals and guides easy to understand. Listen to customer concerns and regularly improve support based on their needs.

Why do product support projects fail?

Product support projects can fail for several reasons. Common challenges include unclear processes, lack of proper training, and failure to adapt to customer needs. These obstacles can lead to slow response times, frustrated customers, and poor overall support.

Unclear processes and poor coordination

When product support lacks clear guidelines, particularly during stages such as software implementation, teams struggle to provide consistent help. Without defined workflows, issues take longer to resolve, and customers receive conflicting answers. Poor coordination between departments, such as customer support and product teams, leads to miscommunication and unresolved problems.

Lack of proper training and resources

Support teams need proper training to handle customer issues effectively. Without ongoing education, agents may lack the knowledge to provide quick and accurate solutions. Insufficient staffing and outdated tools also slow response times, making it harder to deliver quality support.

Failure to adapt to customer needs

Customer expectations change, and product support must evolve to keep up. If support channels are outdated or difficult to access, customers may become frustrated. Ignoring feedback and failing to improve processes can lead to declining satisfaction and increased complaints.

Product support use cases

Product support helps customers use, fix, and maintain products. When done well, it improves customer satisfaction and reduces returns.

Effective user onboarding is often the first crucial touchpoint for product support, setting the foundation for customer success. 

Here are three examples of how product support works in different industries.

Technology

Scenario: A customer using accounting software encounters a bug that stops them from generating reports.

Method: The company offers live chat support. A technician provides a quick workaround and logs the issue for a future update. A troubleshooting guide is added to the help center.

Outcome: The customer meets their deadline, and the company improves its support resources.

Retail

Scenario: A customer struggles to connect their new smart TV to Wi-Fi and considers returning it.

Method: The retailer provides a self-service portal with setup videos and a phone support option. A support agent walks them through fixing a router setting.

Outcome: The customer successfully sets up the TV and avoids returning it.

Automotive

Scenario: A car owner sees a warning light on the dashboard and worries about a serious issue.

Method: The manufacturer’s app explains dashboard symbols and offers remote diagnostics. A support team confirms it’s a minor issue and advises a service appointment.

Outcome: The customer avoids stress and unnecessary repairs, building trust in the brand.