9 May.

How much support should MarTech platforms provide?

Everyday thousands of MarTech users run into problems that they need resolved, these problems fall into two categories:

  1. There is a bug or temporary infrastructure issue on the platform
  2. The user doesn’t know how to do a particular task well enough and needs help to achieve their objective

The scope of a support desk is not to offer services

As soon as a support desk starts venturing into solve the problems their users have in category #2, they are effectively offering services, and they’re not charging for them.

And to make things worse, the users with the real problems in category #1 are not getting their problems dealt with timeously enough, as the support desk is busy providing services.

Instead of dealing with issues like “I got error message 3893 when I click on submit”, the support team are dealing with requests like “how do I change the colour of this button to red” or “do you think there should be 1 day or 2 days between the first and second email in a workflow”.

But with word-of-mouth marketing being more powerful than ever, providing awesome support experiences results in a support desks offering services

Earlier today, Brian Halligan, CEO at HubSpot released an open love letter to customers, resulting in a hive activity around the hashtag #customerlove

What he said, was that HubSpot are finding that a large percentage of their new customers are coming from referrals from existing customers, who have shared the amazing experience they have had as a HubSpot customer.

A significant part of that experience, is the experience you get from HubSpot’s Support Team!

So where do MarTech platforms draw the line? Do they build massive support teams and offer services over and above support which directly impacts their bottom line? But as a result, acquire new customers which positively impacts their top line?

As user bases grow for MarTech platforms, the gig economy offers a solution to scale support

The use of technology is only going to grow, and all MarTech platforms have aspirations to grow their user base, but need to then scale their operations to support more users.

This is one of the insights that led us to develop On The Bench!

Most MarTech platforms have great training available, and experienced customers and channel partners who have gone through the training and have hundreds of hours of practical experience.

There lies an answer to the support desk challenge, in the growing gig economy movement whereby people want to work on their own terms, wherever they are and whenever.

Empower MarTech Service Channels, don’t compete with them

Most platforms have a channel program filled with competent agencies and consultancies, who like the MarTech platform are also looking to grow.

Some of these channel partners may occasionally need help from somebody more experienced, and in other times they may have resources that are not fully utilized that could support others.

We call those that can support others “Benchers”, and when you need support from a “Bencher”, simply “put it on the bench”!

Author: Daryn Smith

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