How to Elicit a “Wow” Through Positive Support Experiences

happy customer smiling

Customers never forget how you made them feel. The idea is that emotions outweigh logic. When a brand anticipates our needs and creates a surprisingly delightful experience, we utter one word: Wow! We’ve all been on the opposite side of the coin; we’ve had a bad support experience that seems to ruin our perception of a company. This demonstrates how fickle brand loyalty can be, and how much emotions play a part. But what does a good experience look like? How does a company elicit a satisfied wow?


Why Do Companies Fall Short in their Support?

customer supportTo understand a great experience, we must first understand a bad experience. First, imagine you call a company to get support. You’re put on hold for 45 minutes before being routed to a support agent that doesn’t know your name, your company, what subscription, product, or service you have, or why you’re calling. Now imagine, you call a company for support and within a few minutes, a support agent picks up that greets you by name and asks if you’re having trouble with the recent upgrade of your product. These are two totally different paths, but what’s causing the difference? Regardless of a company’s dedication to their customers, if they don’t have the right tools to personalize experiences, anticipate needs, and streamline support resolution, they’ll consistently fall on the wrong path.


Give Your Employees the Tools They Need to Deliver

With Sugar Serve, companies are donned with the tools they need to create brand loyalty, motivate employees, and create customers for life. What do those tools help accomplish? Streamline routing alongside a high-fidelity view of every customer interaction so they can be proactive in outreach or anticipate support needs—also, the ability to build relationships with customers while connecting across various communication channels. The best part, of course, is that it all comes full circle. When we give our employees the tools they need to deliver on promises, they benefit from better user experiences, positively impacting customer service and, eventually, the bottom line.


The Result of a Great Experience

Here at Sugar, we’re pleased to be experts in delivering the experiences we talk about. As users of our own product, we can attest to how Sugar Serve equips our help desk to anticipate needs, personalize experiences, and put customers first. The handwritten note below captures the satisfaction of a beloved customer after a support interaction with Sugar. Nothing feels better or makes us feel prouder to receive notes like this.

corvus thank you note

Corvus Janitorial Systems has been with Sugar for over 7 years, and the long-standing partnership is built on interactions like this one. As a company that provides franchising opportunities in the janitorial services industry, Corvus has seen a lot of growth over the past year.  They are committed to their mission of Making Lives Better, and Sugar helps them achieve this.  “Without Sugar, we would not have been able to keep up with the new demands in the cleaning industry,” says Valerie Conaway, Sugar administrator for her team. “Support has been critical in helping us help our team, and I wanted to be sure they heard that from us!”

AJ Traver-Williams
AJ Traver-Williams An accomplished leader adept at developing and leading high-performing teams, specializing in Customer Marketing with a global perspective. Proven track record in steering digital experiences, events, communications, customer stories, advocacy, review management, account-based marketing, direct mail, and demand generation to drive additional revenue and fortify customer retention. Recognized as a subject matter expert in Customer Marketing, proficient in managing the customer experience across all touchpoints to positively impact Customer Experience (CX).

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