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.

Transcript

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2. @jakecaputo
   geographical inconsistencies between
   Game of Thrones
   books and television series
   

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

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

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

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

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

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

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

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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
    

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11. Who am I and who cares?
    @jakecaputo
    

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12. 01
    @jakecaputo
    02
    03
    

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

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14. 01
    @jakecaputo
    “Well I do.” No you don’t. Shut up.
    People don’t read.
    02
    03
    

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

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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
    

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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.
    

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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.
    

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

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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
    

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21. @jakecaputo
    - Shane Pearlman
    Modern Tribe, Inc.
    tri.be
    

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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
    

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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/
    

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24. Options framework by Devin Price
    @jakecaputo
    

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25. Instructions #1
    @jakecaputo
    

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26. Instructions #1
    @jakecaputo
    

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27. Instructions #1 Response
    @jakecaputo
    

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

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29. Instructions #2
    @jakecaputo
    

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

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

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

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

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

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35. before alert
    @jakecaputo
    89%
    11%
    Prior to the alert,
    11% of users asked where to
    find the Theme Options panel
    

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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
    

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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
    

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38. Make support easy to find
    @jakecaputo
    

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39. @jakecaputo
    www.mintthemes.com
    

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40. @jakecaputo
    www.mintthemes.com
    

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41. @jakecaputo
    So what’s the point?
    

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

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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.
    

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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.
    

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45. But you sell it whether you know it or not.
    Doing support sucks.
    02
    @jakecaputo
    

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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
    

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47. @jakecaputo
    

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

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

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50. Pippin’s
    PLugins
    support
    @jakecaputo
    pippinsplugins.com
    Pippin Williamson
    • pippinsplugins.com
    • Current Favorite Song:
    “Call Me Maybe” by Carly Rae Jepsen
    

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51. Pippin’s
    PLugins
    support
    @jakecaputo
    pippinsplugins.com
    themes & plugins 101
    

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

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

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

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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
    

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

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

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

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59. @jakecaputo
    So why bother with support?
    

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

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

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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
    

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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
    

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64. No Support vs Support
    @jakecaputo
    No Support Support
    9 Most Recent Themes 9 Themes
    

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

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

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

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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
    

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69. @jakecaputo
    Support is
    the difference
    

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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:
    

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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:
    

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72. They’re just not familiar with our industry.
    Customers aren’t stupid.
    03
    @jakecaputo
    

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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
    

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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
    

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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
    

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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
    

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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
    

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78. @jakecaputo
    We’re doing it wrong.
    

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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.
    

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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
    

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81. Educate and send ripples
    @jakecaputo
    

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

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

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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/
    

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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
    

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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?
    

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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?
    

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88. General Support Tips
    @jakecaputo
    • Manage pre-purchase questions
    

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

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

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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
    

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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
    

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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
    

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94. @jakecaputo
    

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

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

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