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   Never break the chain
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   I can still hear you saying
You would never break the chain (never break the chain)
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                      Never break the chain
                     </h1>
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                      When you get it right, your customers think...
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                        That company provided me with an excellent experience.
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                      But that is just the final, visible link in a much longer chain that looks something like this:
                     </p>
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                      <li aria-level="1" style="margin-bottom:20px !important; padding-left:10px">
                       We consistently make quality goods, and back them up with great service
                       <em>
                        BECAUSE
                       </em>
                       →
                      </li>
                      <li aria-level="1" style="margin-bottom:20px !important; padding-left:10px">
                       We have great customer support agents →
                      </li>
                      <li aria-level="1" style="margin-bottom:20px !important; padding-left:10px">
                       Our agents are trusted to do good work →
                      </li>
                      <li aria-level="1" style="margin-bottom:20px !important; padding-left:10px">
                       We pay, train, and tool our support agents to a high level →
                      </li>
                      <li aria-level="1" style="margin-bottom:20px !important; padding-left:10px">
                       We can invest money into support →
                      </li>
                      <li aria-level="1" style="margin-bottom:20px !important; padding-left:10px">
                       Our business generates decent profit margins →
                      </li>
                      <li aria-level="1" style="margin-bottom:20px !important; padding-left:10px">
                       We build products people want to pay for →
                      </li>
                      <li aria-level="1" style="margin-bottom:20px !important; padding-left:10px">
                       We prioritize quality in our products →
                      </li>
                      <li aria-level="1" style="margin-bottom:20px !important; padding-left:10px">
                       Our leaders care about customer experience in products and services.
                      </li>
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                     <p style="font-family:'Helvetica Neue', Helvetica, Arial, sans-serif !important; color:#405261 !important; font-style:normal; font-weight:normal; font-size:16px !important; line-height:175%; margin-bottom:18px !important">
                      There are other ways to build a customer-centric business, but all of them require strong links throughout the business. The greatest support team ever, dropped into a company that has not built the rest of the chain, will not be the best team for long.
                     </p>
                     <p style="font-family:'Helvetica Neue', Helvetica, Arial, sans-serif !important; color:#405261 !important; font-style:normal; font-weight:normal; font-size:16px !important; line-height:175%; margin-bottom:18px !important">
                      The service chain can be broken or twisted at any link, sending all the following links off in unexpected directions, leading to poor outcomes days or years down the line.
                     </p>
                     <p style="font-family:'Helvetica Neue', Helvetica, Arial, sans-serif !important; color:#405261 !important; font-style:normal; font-weight:normal; font-size:16px !important; line-height:175%; margin-bottom:18px !important">
                      Root cause analysis of any support team's performance, good or bad, would likely track back down the chain all the way to the beliefs of their early leadership. In the podcast this season (
                      <a data-hs-link-id="0" data-hs-link-id-v2="o9ZPSBXO" style="color:#304ddb; text-decoration:none !important" target="_blank">
                       series, Jason
                      </a>
                      ) I've been talking to founders about the early days of their businesses.
                     </p>
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                      <a data-hs-link-id="0" data-hs-link-id-v2="D+pF0hRF" rel="noopener" style="color:#304ddb; text-decoration:none !important" target="_blank">
                       Episode 2, with Erez Zukerman
                      </a>
                      , founder of fancy mechanical keyboard maker,
                      <a data-hs-link-id="0" data-hs-link-id-v2="slOo4gfH" rel="noopener" style="color:#304ddb; text-decoration:none !important" target="_blank">
                       ZSA
                      </a>
                      , has just dropped. You'll note clear similarities between his approach and that of
                      <a data-hs-link-id="0" data-hs-link-id-v2="0o/8hMH7" rel="noopener" style="color:#304ddb; text-decoration:none !important" target="_blank">
                       Help Scout's own founders (from episode 1)
                      </a>
                      . Erez, just as Nick, Denny and Jared do, spends significant time in the support queue, and continues to prioritize customer contact.
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font-weight: 400 !important;
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                      Both companies were their own first customers, and built on their understanding of their own needs to make products deeply attractive to a specific type of person. Their attitudes shaped the companies they built and the products they produced.
                     </p>
                     <p style="font-family:'Helvetica Neue', Helvetica, Arial, sans-serif !important; color:#405261 !important; font-style:normal; font-weight:normal; font-size:16px !important; line-height:175%; margin-bottom:18px !important">
                      Of course there are years of effort required from many other people to grow and sustain a business, but the first link in the chain is leadership who are willing to do that work, and later to spend the resources to keep doing it. Even when there may not be a graph to "prove" it out, yet.
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                      ZSA is a deliberately small company making a handful of expensive, niche products; it cannot afford to just try everything. In chatting with Erez I was fascinated by his perspective on support, product, and constraining the growth of his business. I think you will be too.
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                      You can find the full episode in your podcast player. Search for "The Supportive" or add it directly to:
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                       Spotify
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                      You can also
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                       watch a short edit of an episode highlight on YouTube
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                      .
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                        <a data-hs-link-id="0" data-hs-link-id-v2="d/TgnBbs" style="color:#304ddb; text-decoration:none !important" target="_blank">
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