Integrating the Modern Customer Experience

Cody McLain


How do support systems and specifically, in our case at SupportNinja, outsourced support professionals, react and integrate modern customer experience into our practice?

How do support systems and specifically, in our case at SupportNinja, outsourced support professionals, react and integrate modern customer experience into our practice?

Customers are density creating machines!

Density, the abundance of resources available to a business or a person to do work, is amazing in this age. That phone you have in your pocket can create a means to deliver food, find the best Korean BBQ and instantly post a bad review to millions of users on any platform.

As such, every customer experience creating interaction requires a thoughtful approach. In-app support, call through technology from support chats, and easy-to-use knowledge base articles all are hallmarks of this modernized world and our reaction to it.

As an outsourced provider of support services, our approach is simple: Make our team as dense in company resources as your end user. We embed our teams in the client’s systems and teams. We view the Ninjas, our agents, not just as a person on the end of a video call or slack message, but as part of our clients’ teams.

We measure how easily they can get answers from the clients’ teams and how embedded they are.

As a brief example, when I have a client say to me “let’s send Ninja Joan balloons for her daughter’s graduation.” I know that they are embedded in the client’s team. The suggestion here is that if your company’s team is not a resource to the end user, you might be missing the density level required to ensure your customer experience plan matches your consumer’s needs.

Customers want speedy resolution!

Resolution speed is nothing new. All customers want their problems solved now. For a modern end user, it is heightened. When you can demand to have a burger delivered to your door in less than 20 minutes, consumers expect that same level of fast resolution to their problems with products or services.

This is shown in integrated omnichannel platforms like Zendesk. Their movement to an omnichannel presence allows the end user to hop from chat, to voice, and then to email easily with an integrated and historical tracking across all platforms.

So the time to resolution decreases, FRT decreases and consumers feel like they are getting a quick response.

Customers are creating their own support more than ever!

At SupportNinja we grow through sharing our ideas with our clients as well as customers. A modernized customer is creating support content and sharing it both with you and others.

This is a double-edged sword in relation to customer experience. On one side, the benefit of user-generated content is imperative. On the other side, customer experience integrity could be lost or misinformation shared.

Either way, this social effect of building support experiences ties us all together into the company we work with and procure services and products from.

A great example is that we bought a DSLR camera recently in San Francisco while visiting some of our clients. As we were driving to meetings, we weren’t using online customer portals to attempt to understand this new tool. Instead, it was YouTube videos describing how to use our new camera that were most beneficial. The camera company did not capture the resources of its users effectively to make the experience more sticky for its end users.

These are just a few examples of some of the trends we are seeing in the modernized consumer and how it impacts customer experience. I am looking forward to chatting more about this with my peers at the Future of CX summit in Dallas. If you have not registered, it is free! Check it out here.

Written by Craig Crisler, Director of Operations at SupportNinja