Evolution of Customer Support

Jeremiah Owyang

Partner, Customer Strategy

September 9, 2009

Theme

Customers are quickly connecting to each other, impacting

support, marketing, and product

development. Support must evolve.

How Customer Support Organizations

Must Evolve:• Go Beyond the Official Support Domain

• Become A Strategic Asset to Marketing

• Influence Product Development

• Let Go and Allow Customers to Self-Support Each Other

• Become Proactive, Not Reactive

• Anticipate, And Move Beyond Real-Time

3

Evolution of Customer SupportProactive Customer Advocate

Influences Product

Development

Becomes Strategic Asset to Marketing

Expands Domain: Responds to Customers in Open Web

Merely Responsive to Customer Needs in Support Center

4

Get Actionable:

• Measure based on Value --Not as a Cost Center

• Develop An Internal Marketing Plan

• Enhance Your Existing Processes

• Conduct Internal Training --and Fire Drills

• Expand CRM and Customer Systems To Connect to Social Web

5

Thank you

• Jeremiah Owyang

• Partner, Customer Strategy

• Altimeter Group

• jeremiah@altimetergroup.com

• Twitter: @jowyang

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