Why do customers call you?

Call deflection has been a big thing in support for years. Get the customers to look it up themselves; give them some stuff from the knowledge-base before letting them submit a case – heck, some companies even leave customers on hold just so that some of them will go away.

But why are these customers calling you in the first place?

Do you really understand, deeply, the questions they are asking about your company and your service?

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