Support Breakfast Podcast | Episode 17 – The WOW Factor

Welcome back for episode number 17, listeners – we’ve been podcasting for 1/3 of a year already! You can listen below or on your favourite podcatcher, where you can search “Support Breakfast” or follow one of these clickable links: Soundcloud, iTunes, Stitcher, TuneIn, Google Play Music.

If you enjoy the episode, please do hit that subscribe button to keep us in your life. Already subscribed? Thanks – you’re the greatest! If you feel like leaving us a review, that would make us so happy.

This week we’re talking about going above and beyond to give our customers what they want and provide them with amazing support experiences. Should we be aiming for the wow factor?

We’re missing Conor this episode and, because time zones are weird, it’s only breakfast time for Lisa in Seattle. She’s also the only one who hasn’t eaten yet. We talk about breakfast anyway even though it was hours ago for everyone else. We also apologise for our terrible eating habits and discuss the guilt that this tweet made us feel:



Dave and Lisa both have customer stories this week:

Dave’s story is all about some great service that he received as an Expensify customer. He was locked out of his app and he was helped out by our very own Conor! Thanks, Conor! Dave describes his frustration and we discuss personality traits that cause customers to blame themselves for issues that are not their fault.

Lisa complains about missing out on a fullstory shirt and we talk a little about rage clicks and how great we think fullstory are.

Lisa’s support story fails to talk about the actual support she received but, rest assured, she did receive great service from both Lindy Bop and Diva Dollz (who are apparently on 1st Avenue in Seattle, even though Lisa would argue that the door is on Cherry Street). This is the dress she’s talking about:



Jim Watson got in touch to ask a follow-up question based on our metrics episode. He’s looking for recommended sites with benchmarks on response rate metrics. 

Kiwi Sarah recommends checking out this blog post by Jitbit as well as the work done by Zendesk. Nomad Sarah also mentions the dangers of benchmarking and the importance of paying attention to what’s working for you and your customers, not just other teams.

Now on to our topic – providing memorable experiences and wowing our customers:


Dave starts us off by asking the big question – should we be trying to create a WOW experience for every customer?

Nomad Sarah talks about how big famous wow moments are more PR based, not an everyday support experience.

Kiwi Sarah talks about Kathy Sierra’s great talk on Creating Bad-Ass Users (get out of the way so your customers can delight themselves and their customers!).

There’s no point having really great customer service if your product sucks, the two go hand in hand. – Kiwi Sarah

100% emoji, Kiwi Sarah, 100% emoji

Dave makes a great point – often the best customer service would be that the customer didn’t have the problem in the first place. It’s our job to know what those problems are and to prevent them.

Nomad Sarah talks about creating space for delight outside of support – maybe after the problem is solved?

Kiwi Sarah strongly supports swag giveaways, because it’s a way to create that “frugal wow” for customers.

[we collapse into giggles about “provoked swag”]

Dave shares how Buffer will share swag with customers who help troubleshoot problems (customers going above and beyond for us!)

Cool Tool alert – Kiwi Sarah suggests using Browser Stack so you can see what customers see on almost any device/system/browser version.

Kiwi Sarah talks about how a big feature release broke a big feature in Timely – she delighted the customer just by staying in communication with them and getting a quick fix out to them.

Sometimes the opportunity to deliver memorable service comes in unexpected packages – Kiwi Sarah

Lisa asks, “How do you balance the desire to WOW customers, with the needs of the business?”

[Listen to hear our answers!]

Here’s a great post from Carolyn at Buffer on their refund experiment.

Kiwi Sarah talks about the potential to keep giving a better and better experience until you’ve eaten your own tail.

Dave suggests that consistency is probably more important than delighting every customer ever time.

Kiwi Sarah talks about “high needs” customers that send question after question – but if you give them some time and space they could help themselves with the documentation.

Okay, so maybe WOW-ing our customers isn’t the top priority, but if you do want to, here’s our top tips:

  • Nomad Sarah – buy from your local customers!
  • Kiwi Sarah –  On their anniversary Timely customers get SMS credits!
  • Dave –
    • Save customer’s time by pre-empting their second question.
    • Share additional, valuable information (like Buffer blog posts!).
    • Poke around a customer’s profile so you can personalize your interaction 🙂
  • Lisa – Meet customers in person! Reward customers who interact with you! (You can get Moz points to use for swag and subscriptions!)

Appealing to someone’s humanity isn’t a huge WOW, but it’s such a nice way to connect with people. Kiwi Sarah suggests it’s about addressing their emotional needs as much as their question.

Lisa talks about the best way to share problems: “I feel [this way] when [this happens] because [this need] isn’t being met.” In our conversations with customers, there’s a need that isn’t being met – we need to solve it.

Kiwi Sarah shares a recent support ticket where a customer had more suggestions about a new feature and suggests that just hearing and responding to their feelings is a simple way to delight customers.

Getting back to customers who’ve asked about feature requests when they’ve been implemented, is such a great moment of delight.

Dave talks about the difference between hospitality and support. Can we bring in the same niceties of a hospitality industry into the support industry?

Nomad Sarah suggests checking out Simon Ouderkirk’s blog on this.

We talk about whether it’s worth leaving a bug in your product, if customers that contact you about it come away delighted.

Nomad Sarah talks about The IKEA effect and the idea that putting more effort into something makes you value it more. She disagrees that this holds true in support.

Lisa got blisters the last time she had to make an IKEA bookshelf.

“Don’t give your customers blisters! Even if you’ve got the most beautiful bandage for them, don’t give them blisters in the first place! – Nomad Sarah”

Kiwi Sarah wraps it up by asking why we want to delight customers in the first place. Know what you’re trying to accomplish … [you’ve gotta listen to the podcast for the most hideous metaphor of all time]


  • Lisa brought back HelpScout stickers for the Support Breakfasters (about which there was much delight). She mentions that they are for the “types” and you can see the blog post that this references here. Thanks, HelpScout!
  • Enjoy watching Adele’s Carpool Karaoke video.
  • Back SDX on Kickstarter. We can’t link you because it’s not active yet but, in the meantime, you can find out more about SDX here.
  • Sarah Betts from Olark recommended Support Details to us. She also told us about a great trick – use your email address in the Support Details URL to enable customers to send these details direct to you with the click of a button. No need to download or upload. Here’s how that would work with the Support Breakfast email address:

As always, you can get in touch with us on, find us on the internet at or tweet at us @supportbrekkie.

You can leave us a review on iTunes, preferably with 5 stars (and a recipe for your favorite breakfast food but we will love it even if it does not include this information).

As ever, our intro (and outro!) music is the brilliant Drops of H2O (The Filtered Water Treatment) by J.Lang (c) copyright 2012 Licensed under a Creative Commons Attribution (3.0) license. Ft: Airtone. It is not Drops of Jupiter by Train, but if you like that song, you can listen to it here.

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