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</li> </ul></div> <div class="justify-between items-center hidden lg:block"> <div class="float-right"> <a class="bg-white text-offblack uppercase btn-nav mt-0 mr-2" href="https://www.pendo.io/tour/">Tour Pendo</a> <a class="bg-pink text-white uppercase btn-nav mt-0" href="https://www.pendo.io/pendo-free/">Try Pendo</a> </div> </div> </div> </div> </header> <div id="content" class="site-content flex-grow"> <main> <div class="mx-auto"> <section class="mb-32"> <article id="post-144" class="post-144 post type-post status-publish format-standard hentry category-customer-success tag-analytics tag-growth tag-in-app-guides tag-support"> <div class="bg-md-gray pt-24 pb-4 md:pt-8 md:pb-8 mb-0 post-hero flex items-center" style="background:url('https://www.pendo.io/product-led/wp-content/uploads/sites/9/2022/04/Article-Header-Purple-5-scaled.jpg')no-repeat;background-size:cover;background-position:center;"> <header class="container mx-auto mb-4 h-auto"> <h1 class="font-display font-bold text-42-54 lg:text-54-54 max-w-3xl">How product-led support improves the customer experience</h1> </header> </div> <div class="progress"> <div class="progress-container bg-magenta-30"> <div class="progress-bar" id="progressBar"></div> </div> </div> <div class="sticky-nav-wrapper absolute lg:top-0 z-40 w-full lg:relative"> <div id="localNav" class="text-left bg-white shadow-md lg:shadow-md top-0 pt-5 pb-4 lg:mt-0 lg:py-8 z-10 w-full transition-all ease-in-out mb-8"> <div class="breadcrumb max-w-7xl mx-auto px-4 xl:px-0"><div class="hidden lg:inline-block"><a href="https://www.pendo.io/product-led/category/customer-success/" rel="category tag">Customer Success</a>   ->   How product-led support improves the customer experience</div>  <div class="relative inline-block text-left float-none lg:float-right -mt-2 w-full lg:w-auto"> <div> <button type="button" class="inline-flex justify-center w-full px-0 lg:px-4 py-2 text-sm text-gray-700 hover:bg-gray-50 focus:outline-none focus:ring-2 focus:ring-offset-2 focus:ring-offset-gray-100 focus:ring-indigo-500 font-bold mx-auto" id="toc-button" aria-expanded="true" aria-haspopup="true"> Contents  </button> </div> <div id="toc-dropdown" class="origin-top-right absolute left-0 right-0 lg:left-auto mt-2 w-full lg:w-96 rounded-md shadow-lg bg-white ring-1 ring-black ring-opacity-5 focus:outline-none hidden" role="menu" aria-orientation="vertical" aria-labelledby="menu-button" tabindex="-1"> <div class="p-4 dropdown-menu" role="none"> <a id="1-toc" class="sticky-sub-nav cursor-pointer inline-block w-full hover:bg-lt-gray rounded transition duration-200 p-2" href="#what-is-product-led-support"><span class="toc-title">What is product-led support? </span></a><a id="2-toc" class="sticky-sub-nav cursor-pointer inline-block w-full hover:bg-lt-gray rounded transition duration-200 p-2" href="#the-benefits-of-supporting-customers-inside-your-product"><span class="toc-title">The benefits of supporting customers inside your product </span></a><a id="3-toc" class="sticky-sub-nav cursor-pointer inline-block w-full hover:bg-lt-gray rounded transition duration-200 p-2" href="#tips-for-building-a-delightful-in-app-support-experience"><span class="toc-title">Tips for building a delightful in-app support experience </span></a> </div> </div> </div> </div> </div> </div> <div class="entry-content max-w-7xl mt-8 lg:mt-0 mx-auto"> <div class="grid grid-cols-12 gap-8"> <div class="hidden xl:block col-span-3"> <div class="border-4 bg-white border-pink py-12 px-4 rounded-xl sidebar-promo opacity-0 text-center"> <h4 class="font-display text-pink font-bold text-24-36 text-center"><a class="inline-block mx-auto text-center font-bold font-display" href="https://www.pendo.io/pendo-free/">Become product led with Pendo</a></h4><a class="inline-block mx-auto text-center font-bold mt-8 font-display" href="https://www.pendo.io/pendo-free/">Try Pendo Free <span class="text-pink">-></span></a> </div> </div> <div class="col-span-12 xl:col-span-7 px-4 xl:px-0 main-content" data-pendo-content="main-content"> <p><span style="font-weight: 400">Becoming product led requires teams across the organization to rethink how (and where) they engage with customers and users throughout the entire lifecycle. For those already familiar with the concept of product led, <a href="https://www.pendo.io/product-led/taking-a-product-led-approach-to-product-and-feature-adoption/" target="_blank" rel="noopener">adoption</a> and <a href="https://www.pendo.io/product-led/building-a-product-that-sells-and-grows-itself/" target="_blank" rel="noopener">growth</a> might first come to mind as opportune journey stages in which to use the product to communicate or demonstrate value. </span></p> <p><span style="font-weight: 400">But what about the in-between moments throughout the journey, where customers or users get stuck and need immediate help?</span></p> <blockquote><p><span style="font-weight: 400">The best product-led companies leverage the product to deliver timely, contextual support.</span></p></blockquote> <p><span style="font-weight: 400">The best product-led companies don’t just use their product to reach customers when things are going perfectly. They also account for the moments when customers may need additional assistance or guidance, and leverage the product to deliver timely, contextual support.</span></p> <hr /> <h2 id="what-is-product-led-support">What is product-led support?</h2> <p><b>Product-led support</b><span style="font-weight: 400"> is a strategy that leverages the product as a channel for delivering assistance to customers and users, so that they’re able to use the product more effectively. Unlike traditional support models, which generally require companies to take a 1:1 approach to answering support requests, product-led organizations use <a href="https://www.pendo.io/glossary/in-app-messaging/" target="_blank" rel="noopener">in-app messages</a> or resources embedded within the product itself to proactively address common customer queries. </span></p> <p><span style="font-weight: 400">It’s important to note that taking a product-led support approach does not mean replacing customer service or support functions. Customer support teams play an important role in helping troubleshoot or diagnose technical challenges, and are integral in escalating issues to the right teams and identifying widespread problems. </span></p> <p><span style="font-weight: 400">Product-led companies use in-app mechanisms—like <a href="https://www.pendo.io/product/in-app-guides/" target="_blank" rel="noopener">guides</a>, resources, feedback portals, and contact forms—to </span><i><span style="font-weight: 400">augment</span></i><span style="font-weight: 400"> these human-led support motions. This strategy also gives customers options in terms of how they’d like to engage with the company if and when they do require help. Bringing this kind of support inside the product also frees up resources across the organization that would otherwise be spent responding to requests or questions that could actually be addressed without human intervention.</span></p> <hr /> <h2 id="the-benefits-of-supporting-customers-inside-your-product">The benefits of supporting customers inside your product</h2> <p><span style="font-weight: 400">Product-led support has a number of benefits for your customers and users, including:</span></p> <ul> <li style="font-weight: 400"><span style="font-weight: 400">It lets them </span><b>self-serve resources and guidance</b><span style="font-weight: 400">, whenever they need it</span></li> <li style="font-weight: 400"><b>Users don’t have to leave the product</b><span style="font-weight: 400"> to find answers to their questions</span></li> <li style="font-weight: 400"><span style="font-weight: 400">It helps you deliver answers almost instantly, </span><b>without forcing customers to wait for assistance</b><span style="font-weight: 400"> from their customer success manager (CSM) or support team</span></li> <li style="font-weight: 400"><span style="font-weight: 400">The resources they consume are </span><b>more effective</b><span style="font-weight: 400"> because they’re delivered within the context of the product itself</span></li> <li style="font-weight: 400"><span style="font-weight: 400">Even if the user ends up needing additional assistance, product-led support is a </span><b>great stop-gap</b><span style="font-weight: 400"> while they wait for help</span></li> </ul> <p><span style="font-weight: 400">It’s not uncommon for CSMs to operate as a first point of contact for customers whenever they run into technical issues. And while technical support is not part of most CSMs’ job descriptions, they often spend a fair amount of time helping customers find the right resources—or connect with the right teams—to solve their problems. A <a href="https://www.pendo.io/product-experience/in-app-support/" target="_blank" rel="noopener">product-led support</a> approach helps CS teams eliminate some of this repetitive triage work. By bringing resources (like documentation, FAQs, product updates, and contact forms) inside the product, the organization can reduce user frustration and “train” customers to self-serve what they need—rather than them defaulting to their CSM or submitting a support ticket for every little issue that arises.</span></p> <p><span style="font-weight: 400">Also, while CS efficacy is often measured via <a href="https://www.pendo.io/product-led/using-product-led-strategies-to-improve-customer-retention-and-expansion/" target="_blank" rel="noopener">expansion and retention</a>, the ongoing support a customer receives throughout their journey ultimately impacts their intent to expand or churn. So it’s critical for CSMs to invest in supporting their customers throughout the lifecycle. Plus, bringing even a fraction of the support-related tasks CSMs typically respond to inside the product frees them up to focus on higher-value work and concentrate on nurturing customers with the greatest potential to impact the business.</span></p> <p><span style="font-weight: 400">Here are a few ways other ways product-led support benefits CS teams.</span></p> <p><img fetchpriority="high" decoding="async" class="aligncenter size-full wp-image-374" src="https://www.pendo.io/product-led/wp-content/uploads/sites/9/2022/05/Support-Spot.png" alt="" width="329" height="325" srcset="https://www.pendo.io/product-led/wp-content/uploads/sites/9/2022/05/Support-Spot.png 329w, https://www.pendo.io/product-led/wp-content/uploads/sites/9/2022/05/Support-Spot-300x296.png 300w" sizes="(max-width: 329px) 100vw, 329px" /></p> <h3 id="it-reduces-support-ticket-volumes">It reduces support ticket volumes</h3> <p><span style="font-weight: 400">Making commonly requested resources available inside your product—or delivering in-app guidance that helps users navigate routine processes—reduces the number of support tickets customers are likely to submit. Product-led support puts educational information directly in front of users as they’re engaging with the product, making it as easy as possible for them to find what they need, on their own terms. If customers still need to speak with their CSM or a member of the support team, product-led organizations also use tools within the product to help customers get in touch—for example, with in-app chat, scheduling, support ticket submission, or feedback collection. Embedding these capabilities within the product helps ensure the information users submit is as contextual and robust as possible, which ultimately leads to faster resolution.</span></p> <h3 id="it-helps-csms-scale-previously-resource-intensive-processes">It helps CSMs scale previously resource-intensive processes</h3> <p><span style="font-weight: 400">Augmenting customer support with in-app resources is also a valuable way to help CS teams scale their efforts. It eliminates humdrum tasks (like sharing instructions on how to complete basic workflows), makes it easy to bulk-notify customers about outages or other critical updates, allows CSMs to personalize their customers’ support experience, and (with the right integrations) automates time-consuming processes like scheduling meetings. This frees up CSMs to focus on nurturing customer relationships and delivering a great experience, rather than getting stuck in a cycle of reacting to tedious or repetitive queries.</span></p> <h3 id="it-allows-csms-to-proactively-engage-with-customers">It allows CSMs to proactively engage with customers</h3> <p><span style="font-weight: 400">Part of helping a customer feel supported is assuring them that they’re never alone throughout their product journey. A product-led support approach leverages in-app guides to help customers navigate the product effectively or find their way to the appropriate people and resources when they’re struggling or have questions. But CSMs can also use in-app guides to proactively engage with customers before they run into a problem—for example, introducing the customer to their technical support team, or prompting customers with the option to schedule a meeting if their usage indicates they may need help or are at risk of churn.</span></p> <hr /> <h2 id="tips-for-building-a-delightful-in-app-support-experience">Tips for building a delightful in-app support experience</h2> <p><span style="font-weight: 400">Building a product-led support strategy isn’t as daunting as it may sound. Most organizations actually already have most of the resources they need to build an in-app experience, spread throughout external resources like their support docs, FAQs, or community sites. It’s simply a matter of bringing it all together and activating it in an engaging way.</span></p> <p><span style="font-weight: 400">As a CSM, remember that you have particularly great insight into your customers’ most common needs and learning preferences. Consider the support-related queries you most frequently hear from customers and users, and recall the processes you used to help solve them. Could a workflow you walked a customer through 1:1 be brought into the product somehow, and made available for others who might run into the same issue?</span></p> <div class="rounded-lg py-6 px-8 text-center my-16" style="background-color:#fbf0fb;"><h5 class="font-sans text-offblack text-20-28 text-left"><a class="inline-block mx-auto text-left font-sans" href="https://www.pendo.io/resources/going-beyond-gut-instinct-the-dos-and-donts-of-strategic-in-app-guides/"><strong>In-app guides</strong> are a powerful tool for guidance and persuasion—if you get them right. Follow these dos and don'ts to build the best guides possible.</a></h5><a class="inline-block mx-auto text-center mt-4 font-bold text-18-30 font-sans" href="https://www.pendo.io/resources/going-beyond-gut-instinct-the-dos-and-donts-of-strategic-in-app-guides/">Learn more -></a></div> <p><span style="font-weight: 400">Here are a few other tips for building great product-led support programs.</span></p> <h3 id="start-with-analytics">Start with analytics</h3> <p><span style="font-weight: 400">There’s no use in building a robust in-product support program if you’re not sure what problems your customers and users are running into most frequently. You need to start with a clear understanding of how your users are <a href="https://www.pendo.io/product-experience/product-engagement/" target="_blank" rel="noopener">engaging with your product</a>—so you can identify potential enablement gaps and common queries that might ultimately find their way to you on the CS team. Turn to your product analytics tool to answer these basic questions:</span></p> <ul> <li style="font-weight: 400"><span style="font-weight: 400">What behaviors do the users who contact you have in common?</span></li> <li style="font-weight: 400"><span style="font-weight: 400">What are users doing right before they seek out help?</span></li> <li style="font-weight: 400"><span style="font-weight: 400">Are there particular features they’re struggling with or workflows they’re failing to complete?</span></li> <li style="font-weight: 400"><span style="font-weight: 400">Are they navigating the product the way it was intended, or are they finding workarounds?</span></li> </ul> <p><span style="font-weight: 400">Once you have an understanding of how your customers are moving through the product—or where they’re getting hung up—you can segment those users and target them with proactive <a href="https://www.pendo.io/product/in-app-guides/" target="_blank" rel="noopener">in-app guides</a> to help them get past the issues they’re facing. </span></p> <button class="group w-full" id="open-modal"><div class="hidden xl:block rounded-lg py-10 px-8 my-16 border-2 relative top-0 group-hover:-top-2 transition-all duration-300 ease-in-out" style="background-color:#ffffff;border-color:#d658d3"> <div class="grid grid-cols-1 lg:grid-cols-12 gap-10 items-center "> <div class="col-span-1 lg:col-span-3"> <a class="inline-block mx-auto mt-4 font-bold text-18-30 font-sans"> <img decoding="async" src="https://www.pendo.io/product-led/wp-content/uploads/sites/9/2022/06/Pendo_2022_PLH_SGT_UncoverUsageTrends.png" alt="Pendo_2022_PLH_SGT_UncoverUsageTrends"/> </a> </div> <div class="col-span-1 lg:col-span-9"> <h5 class="font-sans text-offblack text-20-28 text-left mr-0 lg:mr-16"><a class="inline-block mx-auto text-left font-sans">Want to learn how to <strong>uncover key usage trends</strong> in your product? Take a self-guided tour of Pendo.</a></h5> <a class="mt-4 inline-block float-left font-bold text-18-30 cursor-pointer">Open tour <i data-feather="maximize-2" class="inline w-4"></i></a> </div> </div> </div> </button> <div class="hidden overflow-y-auto overflow-x-hidden fixed right-0 left-0 top-4 z-50 justify-center items-center md:inset-0 h-modal sm:h-full" id="modal"> <div class="hidden h-screen w-full absolute bg-offblack bg-opacity-20" id="blocker-2"></div> <div class="absolute mx-auto mt-8 px-4 left-0 right-0 lg:w-full xl:w-10/12 h-auto" id="modal-content">  <div class="relative bg-white rounded-lg shadow dark:bg-gray-700">  <div class="flex justify-between items-center p-1 rounded-t"> <button id="close" type="button" class="text-gray-400 bg-transparent hover:bg-gray-200 hover:text-gray-900 rounded-lg text-sm p-1.5 ml-auto inline-flex items-center dark:hover:bg-gray-600" data-modal-toggle="modal"> <svg class="w-5 h-5" fill="currentColor" viewBox="0 0 20 20" xmlns="http://www.w3.org/2000/svg"><path fill-rule="evenodd" d="M4.293 4.293a1 1 0 011.414 0L10 8.586l4.293-4.293a1 1 0 111.414 1.414L11.414 10l4.293 4.293a1 1 0 01-1.414 1.414L10 11.414l-4.293 4.293a1 1 0 01-1.414-1.414L8.586 10 4.293 5.707a1 1 0 010-1.414z" clip-rule="evenodd"></path></svg> </button> </div>  <div class="p-2 space-y-6"> <div id="modalContainer" class="grid grid-cols-4 rounded-lg p-3 text-left gap-4 my-0"> <div class="col-span-4 hidden md:hidden lg:block"> <div class="sgt__container relative" id="embedcontent"> <div class="relative"> <div class="comparison__intro--headline"> <div> <div> <div class="tour__frame" style="min-height: 800px;"><iframe style="overflow-y: hidden; position: absolute; top: 0; left: 0; bottom: 0; right: 0; margin: 0; padding: 0; height: 728px; width: 1130px; min-height: 100%; min-width: 100%;" id="tour__frame" class="reprise-demo-experience" src="https://app.getreprise.com/launch/3nv8wEy/" frameborder="0" scrolling="no" allowfullscreen="allowfullscreen"></iframe></div> </div> </div> </div> </div> </div> <div class="sm:block md:block lg:hidden text-center"> <h3 class="text-2xl font-bold">We’ve got big things to show you!</h3> <p class="mb-10 text-lg">Please expand your screen to at least 1024 pixels wide to take a product tour.</p> </div> </div> </div> </div> </div> </div> </div> <p><span style="font-weight: 400">If you have an in-app resource hub set up, you could also use analytics data from there to continually iterate and improve on other processes, like onboarding and enablement. For example, if you notice a large number of users visiting a particular resource in your hub (and their usage indicates that they were able to successfully complete a workflow only after reviewing that resource), you might consider creating a dedicated training or onboarding guide highlighting that particular process. This way, future users won’t run into the same struggle or need to seek out support for the same issue down the road.</span></p> <h3 id="make-support-resources-easy-to-find">Make support resources easy to find</h3> <p><span style="font-weight: 400">Your customers won’t utilize your product’s in-app support resources if they can’t find them. Work with the product team to make your in-app support easy to find and use. For example, clearly embed your support documentation and other useful resources within your product’s navigation or a clearly visible widget. Also consider leveraging in-app guides to direct your users’ attention to these places in your app—or try targeting a custom in-app guide to users who previously submitted support tickets, but have not accessed any of your support resources.</span></p> <h3 id="build-support-that-delights">Build support that delights</h3> <p><span style="font-weight: 400">Product-led support isn’t just about offloading work from CS and support teams into the product. It’s also about helping those teams build stronger, more focused relationships with their customers and users. Think about how you might be able to leverage your product to create moments of delight in an otherwise typically undelightful moment (no one likes being stuck). </span></p> <p><span style="font-weight: 400">Beyond resources like FAQs and technical documentation, consider how you could create an engaging support experience that encourages your customers to go to the product first—rather than defaulting to emailing you. For example, dedicate an area of an in-app guide or resource hub to content that’s regularly updated to keep things fresh. Or try a video or GIF to demonstrate how to troubleshoot a particular issue (rather than only using product documentation).</span></p> </div> <div class="hidden lg:block col-span-2"> </div> </div> </div> </article> </section> <section class="related-posts max-w-7xl mx-auto my-36 px-4 xl:px-0"> <h3 class="text-center text-34-40 font-bold mb-16"></h3> <div class="grid grid-cols-1 lg:grid-cols-3 gap-8 md:gap-4" id="relatedPosts"> <div data-label="scale-card" class="h-full parent shadow-xl rounded-xl px-12 relative bg-white hover:bg-blurple-30 border-2 border-white hover:border-blurple top-0 hover:-top-2 transition-all duration-300 ease-in-out"> <a href="https://www.pendo.io/product-led/introduction-to-product-led-for-it-leaders/"> <div class="text-container p-0 mb-6 lg:mb-5" data-id=1> <h4 data-label="scale-font" class="text font-display font-bold leading-tight"> Introduction to product led for IT leaders </h4> </div> </a> <a class="text-18-30 font-bold inline-block" href="https://www.pendo.io/product-led/introduction-to-product-led-for-it-leaders/">Read now <span class="text-pink">-></span></a> </div> <div data-label="scale-card" class="h-full parent shadow-xl rounded-xl px-12 relative bg-white hover:bg-blurple-30 border-2 border-white hover:border-blurple top-0 hover:-top-2 transition-all duration-300 ease-in-out"> <a href="https://www.pendo.io/product-led/the-kpis-of-product-led-it-teams/"> <div class="text-container p-0 mb-6 lg:mb-5" data-id=2> <h4 data-label="scale-font" class="text font-display font-bold leading-tight"> The KPIs of product-led IT teams </h4> </div> </a> <a class="text-18-30 font-bold inline-block" href="https://www.pendo.io/product-led/the-kpis-of-product-led-it-teams/">Read now <span class="text-pink">-></span></a> </div> <div class="shadow-xl parent rounded-xl p-2 h-full relative bg-white hover:bg-lt-gray border-2 border-white hover:border-offblack top-0 hover:-top-2 transition-all duration-300 ease-in-out"> <a 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