How to do customer support as a founder

Fast, accurate responses to customer inquiries and support (Customer Support) are key differentiators for early-stagestartups against larger companies.

An early stage founder's superpower is great customer support. You can't call Satya Nadella, the Microsoft CEO, when MS Word isn't working.

But fortunately for us early stage startups, we can open up ourselves to our customers and let them call us directly.

What big companies can't do is exactly what we need to do to win as a startup.

However, most early-stage founders, especially those with technical backgrounds, aren’t good at customer support.

I'll discuss 11 perspectives on doing customer support as a founder:

• See customers as people, not as tickets
• Even the smallest issues (to you) matter to customers
• Be quick to respond
• Don't leave customers waiting without an answer
• Sometimes, you might need to "fire" customers
• Empower customers with self-serve resources
• Focus on solving problems, not just quick responses
• Don't tell customers they're wrong
• Be flexible with refund requests
• Don't rush to convince customers who want to cancel
• Great customer support builds loyalty

See customers as people, not as tickets

CS software like Zendesk labels a customer’s request as a “ticket.”

But remember, customers aren't tickets. They're real people with unsolved problems. When it comes to customer support, treat each interaction personally: take a moment to introduce yourself, say hello, and ask if there's anything you can do to help.

Even small issues matter to customers

What seems minor to you can be a big deal to your customer. Every problem, no matter how small, it matters to customers. 

Remember:

• A tiny bug can greatly frustrate a user
• From the customer's view, all issues are important
• Don't dismiss any problem as insignificant

Always:

• Show empathy
• Apologize for the inconvenience
• Thank them for their patience
• Promptly work on fixing the issue

This approach shows you value your customers and take their concerns seriously.

Be quick to respond

You won't be able to respond to every single support requests as a founder. Let's embrace that. But what you can do is responding to each support request as soon as possible even if you aren't able to resolve immediately.

Customers often appreciate just by getting a reply to their question. Use that to your advantage — confirm you received the message and will work towards resolving it as soon as possible.

Additionally, consider building a team that can cover all time zones during work hours. At Relate, we are fortunate to have a growth team that works in both APAC and American time zones. This enables our team to effectively cover all working hours 24/7. Regardless of the hour, we can be responsive to any customer requests, day or night.

Don't leave customers waiting without an answer

Let's say a customer reports a bug in your product that can be fixed quickly within a few hours.

Even so, never leave a customer waiting for an answer until the problem is fixed. 

Reply as soon as possible to let them know you've acknowledged the issue and are working on it. It's even better if you specify the timeline.

The Relate team has heavily invested in Pylon, a customer support tool with features specific to B2B SaaS companies.

Pylon connects with our internal communication tool — Slack, so we can respond quickly and loop in relevant SMEs (Subject Matter Experts - experts/practitioners on a specific topic) to resolve customer issues.

We can also manage all customer inquiries from multiple Slack Connect channels, our priority support channels for key customers. 

Handling difficult customers - sometimes you'll need to "fire" customers too.

Sometimes customers get angry or rude when they're unhappy with a product. Even in this case, it's important to:

1. Stay calm and be empathetic
2. Understand their frustration. They've likely wasted time
3. Remember that B2B customers are professionals trying to do their jobs
4. Explain the situation clearly, even if you can't solve it immediately
5. Focus on solving their problem; that's what matters most

If a customer does cross the line:

• Remain polite but firm
• Consider ending services if necessary – "fire" customers if necessary
• Be careful with your words to avoid potential backlash

Remember that the goal is to handle tough situations professionally and turn upset customers into advocates by addressing their concerns effectively.

Empower customers with self-serve resources

It's important to develop a well-organized guide and documentation to help your customers solve their own problems.

The top priority from the customer's perspective is solving their problem quickly. Create a comprehensive guide and documentation to enable customer self-service. This approach:

• Solves problems quickly for customers
• Reduces support calls for minor issues
• Saves time for both customers and your team

Invest in product guides and onboarding materials from the start. While documentation may lag behind rapid product evolution, it's crucial for customer problem-solving.

The Relate team prioritizes a detailed, up-to-date product guide to support our customers.

Focus on solving problems, not just quick responses

Fast initial responses are good, but they're not enough. What matters most is how quickly and effectively you solve the customer's problem.

Sometimes, calls and meetings are a more efficient way for everyone to learn more, solve problems faster, and keep customers happy.

This is why customer support teams need to be product experts and understand our customers (ICPs) in detail, including their personalities and needs.

Don't tell customers they're wrong

As a product builder, you know your product cold. This deep knowledge can sometimes lead to a "curse of knowledge." You might think you know exactly how everything works.

When a customer reports something unexpected, like "I clicked X and Y happened," your first instinct might be to think it's impossible. But resist the urge to say, "That can't happen in our product."

Instead:

1. Assume the customer is probably right
2. Ask for more details about their experience
3. Investigate the issue thoroughly

Remember, customers are using your product in real-world situations. They might encounter scenarios you haven't considered or tested. By listening and investigating, you'll often learn something new about your product and how customers use it.

Be flexible with refund requests

Sometimes a customer will ask for a refund they're not entitled to, but that doesn't mean you should always turn them down. Instead:

1. Ask for clarification on why they want a refund
2. Try to understand their situation
3. Look for alternative solutions that could satisfy both parties

Being open to discussion and finding compromises can often lead to better outcomes than a flat refusal.

Don't rush to convince customers who want to cancel

When customers say they want to cancel their subscriptions, don't immediately try to change their mind. Instead:

1. First, acknowledge their request and confirm you'll process the cancellation.
2. Then, open a conversation to understand their reasons.
3. Once they feel heard, you can explore solutions or alternatives.

This approach shows you respect their decision, which often makes customers more open to discussing their concerns. From there, you may find a way to address their issues and potentially retain them as a customer.

Great customer support builds loyalty

Creating a great product is just the first step. As customers use it, they'll inevitably have questions and issues. This is where providing excellent support becomes crucial.

Great customer support builds loyalty among your users. It encourages customers to use your product for longer periods, as they feel supported and valued. Moreover, excellent support helps customers derive more value from your product by assisting them in overcoming obstacles and maximizing its features. 

Remember, how you handle problems can be just as crucial as the product itself when keeping customers satisfied and loyal. Your support interactions are opportunities to strengthen relationships and demonstrate your commitment to customer success.