Scalability, shcalability! I’ve been thinking a lot about the concept lately. Especially when applied to customer care. Why? Because every so often I encounter a support feature and think to myself “Wow! Now that’s a really cool idea!
But then right after that, the little voice of “business reason” goes “right, but come on, you can’t scale this to millions of customers!” - but perhaps this is the wrong way to look at this. Totally wrong.
Because one doesn’t always deal with “millions of customers” at once. Matter of fact, chances are at any one time you’re only dealing with (hopefully) a tiny chunk of your customer base. And given that, chances are it’s possible to offer “personalized” one-one service after all. We know that’s where the NPS gold sits.
Tying this in to social media. Where personally influencing a small core of folks becomes way more important than trying to be “everything” to a mass market audiences - those days are long gone. How many loving fans would you create by offering something like the services above? How many friends would they tell?
What if you let them email support reps or community managers directly? How about product managers? Heck. if I can get an instant chat with screen share for support from any company, they’ve converted me for ever. No questions asked.
This whole scalability thing is probably scarier than it should be. One-on-one contact can be golden when shareable. You can’t do that with 10,000,000 customers at the same time for sure. But you can do it with small carefully selected groups.
Because it’s doing it often enough with the right subset at the right time that matters. Let your community worry about scaling. Let them do the leg work. Just focus on wowing customers one at a time. Don’t worry so much about scaling stuff.