“There is a hero inside all of us, we just need the courage to put on the cape. And that’s what the guys at Support Hero did.
A little over 2 years ago, they built their own service to help other businesses with customer support tickets. Today, they have over 1500 clients from 63 countries — with about 100 of them being recurring, paying clients, and the others using a free version of the service.
I chatted with one of the co-founders of Support Hero, Matic Uzmah, about the company and what steps they take to be recognized in a very competitive market. Besides being the founder of Support Hero, Matic is also in charge of creating and maintaining the company culture, driving the company’s vision, growth strategies and making sure that customers are satisfied with the service.
Read on to learn more about SupportHero and how it helps support teams be more efficient.
Matic, can you tell me a bit about your company Support Hero?
Most small businesses and SaaS companies can’t afford 24/7 customer support. That is why we created Support Hero — a self-service knowledge base with materials so clients can find answers themselves. We aim to help our clients create and deliver a better self-taught user experience that can increase user retention and engagement. At the same time, we help reduce customer relationship cost and churn rate.
We also provide advanced statistics and analysis of searched queries so our clients can adjust and provide educational material to their clients’ needs and most common requests.
What are your mission and vision?
Support Hero’s mission is to help businesses that need customer support, but can’t afford to have agents 24/7. So, we offer top-notch self-help support service to reduce user’s frustration. We enable them to find the answers to their questions themselves, and as a result, reduce incoming support tickets. That’s the only problem we want to solve and all of our efforts are focused on that.
How did you start and what was the pain point you wanted to fix for your customers?
That’s a good question! We were working on building the MVP with KISSmetrics in the early days. They had too many support tickets, and the biggest struggle was to find out if self-help support was working or not. When you are spending time and money on creating and publishing content for a knowledge-base, it is frustrating not knowing if it actually helps your customers. That’s when we got the idea to create a statistics section that tells us and our clients what content is searched for the most, and which one it collecting dust. Support Hero now keeps track of everything from what your users search for, to which articles they click on.
Providing an exceptional support service is obviously your mission. What was the biggest roadblock you had to overcome to achieve that?
It’s easy to achieve results in terms of speed and quantity of offered content. The real challenge is providing relevant, almost custom answers for the users.
But, it can become much more complicated, if you are subjected to a changing situation — as most start-ups are. The product changes, the company grows, the market changes, your own team changes, and your understanding of the situation also evolves. You know, it’s like building an airplane in mid-flight.
If I have to name the specific roadblock we are trying to overcome, it would be the one on how to offer contextual support. We thought a lot about the answer to the question “how can we make support scale without hiring chat agents on a 1:1 ratio to customer growth?”. So, we found out that contextual support ended up being the solution.
What is the best promotional channel that worked for Support Hero?
We put a lot of effort into building our brand. It’s crucial to have a brand awareness so you can compete in this very competitive environment. It’s hard to measure the success of these actions.
We had the most success with partnerships, and we noticed that all the graphs went up and we almost doubled our MRR. But it’s not sustainable, and you have to work on partnerships from month to month.
It’s an interesting journey and there is no silver bullet. It’s a combination of outreach, referrals, and partnerships. Being present on the market is what is essential for any success.
What is the best way to discover what “success” means for your customers?
I would say ask them directly, but often, clients are not sure what they need. For us, the most important metric is the customer “happiness score” as they call it in Intercom. It is a simple questionnaire that pops up after the conversation is over, so customers can rate how satisfied they were with the service. Support Hero’s support team has a happiness score of around 91%. Our customers rate us as “happy” and “very happy”. We also measure response time, but it is not as important as the happiness score.
In the last survey we conducted, 95% of our clients said they would recommend our service to others.
What is the most important KPI that shows you how successful customer support employees are at presales?
We are measuring a lot of factors – churn rate, MRR… But, I think the most important KPIs in customer support is the Net Promoter Score (NPS) and a churn rate. We try to get our churn rate below 1%. But sometimes, we have small clients that churn because they have a few support tickets, less than 100 which is an amount that can be solved manually, so they can’t see the value in using Support Hero.
Finding the right clients is key to reducing churn rate. Our ideal clients are:
- Companies with more than 100 employees
- Saas businesses
- Companies that have 1000-2000 tickets per month.
They can see the real value and benefit from using a service such as Support Hero.
As a manager, how do you ensure that all support team members are providing the same quality of service and that they are all following the same process to convert visitors into customers?
I have been working for Codable, one of the first WordPress outsourcing companies with over 300 developers. And I noticed that the CEO of the company was working on support tickets for a couple of hours a day, even though the company had a team of support agents. He then explained that he is involved with support so he can have a bigger picture and insights into what is going on with the company. So, we decided to follow his example and make sure both founders focus on support.
Being a support manager yourself, what would be the ultimate advice you would give to junior support managers who run pre-sales live chat?
Depending on the industry of the company you are working with, you need to understand what they are doing and what their service or product is. If the company is a large enterprise, it is vital to understand how their organization works. Otherwise, you may end up being a team that is giving “answers” instead of providing solutions for the clients and their customers.
Many traditional support companies rely on nicely crafted and polished “answers”, but often, they don’t benefit the customers they are created for. It’s not that these teams are not trying their best, but to give value to their clients, they have to provide solutions for the problems, not just answer the questions.
My recommendation would be – do your homework and try to reply as soon as possible. If you don’t have the answer right away, try to buy time. Say something like “I am investigating the solution for your problem and will get back to you as soon as possible”. That way the client will know that there is someone working on the issue. Try to find the answers as soon as possible. Use the Internet if you can’t find the answer in the internal documentation.
Thanks so much for the thorough answers to my questions, Matic. To conclude this great interview, I was wondering, what do you do when you are not working on Support Hero? Do you have any hobbies?
In my free time, I’m traveling a lot, for business mostly. I get to see new places and meet new people, clients or partners and I attend conferences.
But, when I’m completely off work, I like to read. I read a lot about business topics, finance, architecture… Back in the days, I tried to apply to a University of Architecture. Unfortunately, I dind’t get in. But I still love architecture and follow the trends as an amateur, I guess.
I try to enjoy nature, especially here in Slovenia. We have a lot of nice places to go for walks. We have nice forests and lakes.
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