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

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