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Either it’s part of your strategy or you’re paying the price for your mistake.
The number 800 has changed the way big brands address the public. Consumers can instantly and free of charge contact businesses about products and services, and businesses will work to make it right.
![](https://i0.wp.com/seths.blog/wp-content/uploads/2024/01/Screenshot-2024-01-08-at-5.00.38 PM.jpg?resize=700%2C600&ssl=1)
It was more than just bait for an infinite number of people new yorker comics. While some brands have made this part of their marketing strategy (like Zappos), others see it as a bottomless expense and don’t put as much effort into it as they could (Google as an example). Successful businesses in the no support group spent that money. They worked hard to save the user experience and eliminate the need to make phone calls.
Both are defensible choices. Good customer service costs money, but it’s also free. It’s free because pleasing a customer with a problem is the cheapest way to not only retain that customer, but get the word out.
Starting a new car company is difficult and expensive. Rivian has adopted a strategy that makes it the most honest, hard-working and responsible automotive company in history. They’re just a phone call away, friendly people are actually there to help, and they’ll work overtime to make things right. If you meet someone with Rivian, ask them.
A much smaller company, Discourse supports its software with a human, interactive, and effective community approach. It’s not as expensive as having your car towed, but it supports customer loyalty and healthy profits.
We’re happy to say that great companies like PSAudio are following in their footsteps by using Discourse to help them connect with their customers and find support. It provides a layer of insulation that other companies are struggling to keep up with.
Meanwhile, Firstbase, a startup aimed at serving startup founders, has completely lost its way. It takes him 5 business days to respond to queries, the UX is terrible, and he usually doesn’t care, or at least acts like he doesn’t care. Unlike Google, which decided to build a product for customers that doesn’t require support, Firstbase is simply in cost-cutting mode. It’s broken and they know it.
You can’t cut costs to achieve greatness.
Consumers have been trained to expect companies to be involved. Even if you are a soloist, being able to communicate instantly means that if you choose to do a terrible job in support, you will be evaluated accordingly.
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