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No, I Didn't Read The Instructions. Just Do It For Me.

02cdeec360274d7d9f1aa85761f95dc8?s=47 Jake Caputo
August 18, 2012

No, I Didn't Read The Instructions. Just Do It For Me.

Customers as a whole don’t read instructions. They’re written for them, but they don’t read them.

I’m going to talk about good support, good customers, bad support, jerk customers, and combinations of all of those. More importantly, I want to look at how we can avoid support all together; in a good way.

tl;dr – You’re the person I’m talking about.

02cdeec360274d7d9f1aa85761f95dc8?s=128

Jake Caputo

August 18, 2012
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Transcript

  1. None
  2. @jakecaputo geographical inconsistencies between Game of Thrones books and television

    series
  3. @jakecaputo No, I didn’t read the instructions. Just do it

    for me.
  4. Who am I and who cares? @jakecaputo Jake Caputo

  5. Who am I and who cares? @jakecaputo Jake Caputo

  6. Who am I and who cares? @jakecaputo Jake Caputo •

    designcrumbs.com
  7. Who am I and who cares? @jakecaputo Jake Caputo •

    designcrumbs.com • themethrift.com
  8. Who am I and who cares? @jakecaputo Jake Caputo •

    designcrumbs.com • themethrift.com • author on themeforest.net
  9. Who am I and who cares? @jakecaputo Jake Caputo •

    designcrumbs.com • themethrift.com • author on themeforest.net • a fat guy
  10. Who am I and who cares? @jakecaputo Jake Caputo •

    designcrumbs.com • themethrift.com • author on themeforest.net • a fat guy • co-host pleaseadvise.fm
  11. Who am I and who cares? @jakecaputo

  12. 01 @jakecaputo 02 03

  13. 01 @jakecaputo People don’t read. 02 03

  14. 01 @jakecaputo “Well I do.” No you don’t. Shut up.

    People don’t read. 02 03
  15. Doing Support Sucks. 01 @jakecaputo “Well I do.” No you

    don’t. Shut up. People don’t read. 02 03
  16. But you sell it whether you know it or not.

    Doing Support Sucks. 01 @jakecaputo “Well I do.” No you don’t. Shut up. People don’t read. 02 03
  17. But you sell it whether you know it or not.

    Doing Support Sucks. 01 @jakecaputo “Well I do.” No you don’t. Shut up. People don’t read. 02 03 Customers aren’t stupid.
  18. But you sell it whether you know it or not.

    Doing Support Sucks. 01 @jakecaputo “Well I do.” No you don’t. Shut up. People don’t read. 02 03 They’re just not familiar with our industry. Customers aren’t stupid.
  19. “Well I do.” No you don’t. Shut up. People don’t

    Read. 01 @jakecaputo
  20. @jakecaputo Not sure if i should read instructions or ask

    for a refund or ask for a refund or ask for a refund or ask for a refund or ask for a refund Not sure if i should read instructions Not sure if i should read instructions Not sure if i should read instructions Not sure if i should read instructions
  21. @jakecaputo - Shane Pearlman Modern Tribe, Inc. tri.be

  22. @jakecaputo “ Of the two usability studies we have done

    in the past month, only one user out of the six tested went to the documentation and she didn't actually read it. Even well labeled menu items were consistently ignored despite having exactly what someone needed. - Shane Pearlman Modern Tribe, Inc. tri.be
  23. @jakecaputo “ Of the two usability studies we have done

    in the past month, only one user out of the six tested went to the documentation and she didn't actually read it. Even well labeled menu items were consistently ignored despite having exactly what someone needed. - Shane Pearlman Modern Tribe, Inc. tri.be http://wp.smashingmagazine.com/2012/08/08/help-us-help-wordpress/
  24. Options framework by Devin Price @jakecaputo

  25. Instructions #1 @jakecaputo

  26. Instructions #1 @jakecaputo

  27. Instructions #1 Response @jakecaputo

  28. Instructions #1 Response @jakecaputo * Real user changed for sake

    of hilarity
  29. Instructions #2 @jakecaputo

  30. Instructions #2 Response @jakecaputo * Real user changed for sake

    of hilarity
  31. @jakecaputo http://theme.it/how-to-display-an-admin-notice-for-required-theme-plugins/

  32. OMG YOU ARE SO DUMB Instructions #3 @jakecaputo #facepalm

  33. OMG YOU ARE SO DUMB Instructions #3 @jakecaputo #facepalm

  34. OMG YOU ARE SO DUMB Instructions #3 @jakecaputo #facepalm

  35. before alert @jakecaputo 89% 11% Prior to the alert, 11%

    of users asked where to find the Theme Options panel
  36. before alert @jakecaputo 99.833% 0.167% Prior to the alert, 11%

    of users asked where to find the Theme Options panel After alert After the alert was added, less than .167% of users asked the same question
  37. before alert @jakecaputo 87.50% 12.5% Prior to the alert, 11%

    of users asked where to find the Theme Options panel After alert After dinner After dinner I like to eat about 12.5% of a whole pie After the alert was added, less than .167% of users asked the same question
  38. Make support easy to find @jakecaputo

  39. @jakecaputo www.mintthemes.com

  40. @jakecaputo www.mintthemes.com

  41. @jakecaputo So what’s the point?

  42. @jakecaputo So what’s the point? Make the setup of your

    product easy to do without reading the documentation.
  43. @jakecaputo So what’s the point? Make the setup of your

    product easy to do without reading the documentation. Face it, it won’t get read anyway.
  44. @jakecaputo So what’s the point? Make the setup of your

    product easy to do without reading the documentation. Face it, it won’t get read anyway. Also, pie is delicious.
  45. But you sell it whether you know it or not.

    Doing support sucks. 02 @jakecaputo
  46. Give a man a net, not a fish @jakecaputo “

    We need to be giving out nets so customers can catch their own fish, so to speak. But many just want to be handed a fish. The problem is that support is free and some (stressing some here) people are lazy. That’s the issue I’ve yet to solve. - Chris Mavricos SevenSpark.com
  47. @jakecaputo

  48. Pippin’s PLugins support @jakecaputo pippinsplugins.com Pippin Williamson

  49. Pippin’s PLugins support @jakecaputo pippinsplugins.com Pippin Williamson • pippinsplugins.com

  50. Pippin’s PLugins support @jakecaputo pippinsplugins.com Pippin Williamson • pippinsplugins.com •

    Current Favorite Song: “Call Me Maybe” by Carly Rae Jepsen
  51. Pippin’s PLugins support @jakecaputo pippinsplugins.com themes & plugins 101

  52. Pippin’s PLugins support @jakecaputo pippinsplugins.com 01 themes are themes themes

    & plugins 101
  53. Pippin’s PLugins support @jakecaputo pippinsplugins.com 01 themes are themes themes

    & plugins 101 02 plugins are plugins
  54. Pippin’s PLugins support @jakecaputo pippinsplugins.com 01 themes are themes themes

    & plugins 101 02 plugins are plugins 03 themes are not plugins
  55. Pippin’s PLugins support @jakecaputo pippinsplugins.com 01 themes are themes themes

    & plugins 101 02 plugins are plugins 03 themes are not plugins 04 plugins are not themes
  56. Pippin’s PLugins support @jakecaputo pippinsplugins.com

  57. Pippin’s PLugins support @jakecaputo pippinsplugins.com

  58. Pippin’s PLugins support @jakecaputo pippinsplugins.com

  59. @jakecaputo So why bother with support?

  60. So why bother with support? @jakecaputo • It shows we

    stand behind our products
  61. So why bother with support? @jakecaputo • It shows we

    stand behind our products • Serves as an opportunity to educate customers
  62. So why bother with support? @jakecaputo • It shows we

    stand behind our products • Serves as an opportunity to educate customers • Support can lead to more sales
  63. So why bother with support? @jakecaputo “ Thanks for your

    prompt response. I just want to add that besides the design of this theme I picked it because of the prompt responses I saw when I looked. I will be buying more in the future. - Customer • It shows we stand behind our products • Serves as an opportunity to educate customers • Support can lead to more sales
  64. No Support vs Support @jakecaputo No Support Support 9 Most

    Recent Themes 9 Themes
  65. No Support vs Support @jakecaputo No Support Support 1 rating

    8 ratings 9 Most Recent Themes 9 Themes
  66. No Support vs Support @jakecaputo No Support Support 8 ratings

    1 rating 1 rating 8 ratings 9 Most Recent Themes 9 Themes
  67. No Support vs Support @jakecaputo No Support Support 8 ratings

    1 rating 9 Themes 3 ratings 43 ratings 46 Themes
  68. No Support vs Support @jakecaputo No Support Support 8 ratings

    1 rating 3 ratings 43 ratings 46 Themes 9 Themes 05% of users left rating 10% of users left rating
  69. @jakecaputo Support is the difference

  70. “ @jakecaputo After I solve a user’s issue, I simply

    say: I'd appreciate a 5 star rating on the theme. Here’s how to do that:
  71. @jakecaputo “ After I solve a user’s issue, I simply

    say: I'd appreciate a 5 star rating on the theme. Here’s how to do that:
  72. They’re just not familiar with our industry. Customers aren’t stupid.

    03 @jakecaputo
  73. @jakecaputo As designers and developers, we’ve created a culture where

    talking about “stupid clients” is ok. It’s not. Their ignorance is partially our fault. We love horror stories
  74. @jakecaputo As designers and developers, we’ve created a culture where

    talking about “stupid clients” is ok. It’s not. Their ignorance is partially our fault. We love horror stories
  75. @jakecaputo As designers and developers, we’ve created a culture where

    talking about “stupid clients” is ok. It’s not. Their ignorance is partially our fault. We love horror stories
  76. @jakecaputo As designers and developers, we’ve created a culture where

    talking about “stupid clients” is ok. It’s not. Their ignorance is partially our fault. We love horror stories
  77. @jakecaputo As designers and developers, we’ve created a culture where

    talking about “stupid clients” is ok. It’s not. Their ignorance is partially our fault. We love horror stories
  78. @jakecaputo We’re doing it wrong.

  79. @jakecaputo We’re doing it wrong. We should be educating our

    clients and customers. Publicly ridiculing them behind their back is as rude as it is counterproductive.
  80. “ Make it a habit never to speak ill of

    your clients. They’re paying your bills. From Design Is a Job by Mike Monteiro muledesign.com photo by Ryan Carver
  81. Educate and send ripples @jakecaputo

  82. Educate and send ripples @jakecaputo • Teach customers to ask

    their questions better
  83. Educate and send ripples @jakecaputo • Teach customers to ask

    their questions better • Benefits customer and everyone they work with
  84. Educate and send ripples @jakecaputo • Teach customers to ask

    their questions better • Benefits customer and everyone they work with • Andrea Rennick’s Writing a Better Support Forum Request http://wprealm.com/blog/writing-a-better-support-forum-request/
  85. Educate and send ripples @jakecaputo • Teach customers to ask

    their questions better • Benefits customer and everyone they work with • Andrea Rennick’s Writing a Better Support Forum Request http://wprealm.com/blog/writing-a-better-support-forum-request/ • Educate them on the process and what to expect
  86. Educate and send ripples @jakecaputo • Teach customers to ask

    their questions better • Benefits customer and everyone they work with • Andrea Rennick’s Writing a Better Support Forum Request http://wprealm.com/blog/writing-a-better-support-forum-request/ • Educate them on the process and what to expect • What’s the turnaround time for support?
  87. Educate and send ripples @jakecaputo • Teach customers to ask

    their questions better • Benefits customer and everyone they work with • Andrea Rennick’s Writing a Better Support Forum Request http://wprealm.com/blog/writing-a-better-support-forum-request/ • Educate them on the process and what to expect • What’s the turnaround time for support? • What is included in support?
  88. General Support Tips @jakecaputo • Manage pre-purchase questions

  89. General Support Tips @jakecaputo • Don’t let questions sit unanswered

    • Manage pre-purchase questions
  90. General Support Tips @jakecaputo • Don’t let questions sit unanswered

    • Keep support in your support areas • Manage pre-purchase questions
  91. General Support Tips @jakecaputo • Don’t let questions sit unanswered

    • Keep support in your support areas • If you use a forum, send all customers there • Manage pre-purchase questions
  92. General Support Tips @jakecaputo • Don’t let questions sit unanswered

    • Keep support in your support areas • If you use a forum, send all customers there • Use auto-responders if need be • Manage pre-purchase questions
  93. General Support Tips @jakecaputo • Don’t let questions sit unanswered

    • Keep support in your support areas • If you use a forum, send all customers there • Use auto-responders if need be • Make it searchable if possible • Manage pre-purchase questions
  94. @jakecaputo

  95. Thanks designcrumbs.com @jakecaputo speakerdeck.com/u/jakecaputo

  96. omg lunch time designcrumbs.com @jakecaputo speakerdeck.com/u/jakecaputo