Council Post: Why Web3 Companies Should Approach Customer Support Differently

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Iris is the co-founder of Ten Teeje Yesterday, Mawa is building a customer support platform for Web3 organizations.

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Web3 is undoubtedly one of the fastest growing verticals in technology. A Little Refresher To Start With GlossaryWeb1: Web1 was all about consuming content, and Web2 centered around social media, interactions, and user-generated content. Web3 promises to be the next iteration of the Internet. Key elements include decentralization and breaking the monopoly of power, allowing users to profit or own (part of) the platform being used through tokens and digital assets, and transacting in digital currencies to power the ecosystem.

going mainstream

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While the numbers are impressive, it’s still early days for Web3. For example, OpenSea has more than 1.5 million active users, Compare this to TikTok’s more than 1 billion monthly active users and it is clear that there is still a need to leapfrog for mainstream adoption. A key element in driving the next billion users to Web3 is supporting users in their journey and providing customer support to rivals that of fintech or e-commerce companies in Web2.

As a founder or customer support manager with a growing community, there are a few things to keep in mind when thinking about setting up a customer support organization for a Web3 project or company.

new ways of engagement

Attractive communities can look different in Web3. For example, Discord is probably the most popular tool used by Web3 projects today, with its casual vibe helping people feel connected to a project and allowing the community to build relationships with each other and project owners. gets permission. While some may not like the chaotic nature of Discord, many traditional brands entering the Web3 space, from Prada to Nike to Kenzo, have decided to open a Discord server to engage with their community.

There are a few things to consider when planning to launch Discord and use it (partially) for support purposes:

Security: A big consideration with Discord is security. As a basic step, most servers will use a tool like Captcha.bot to prevent bots from entering servers and DMing their members. A second layer of defense could be moderation bots such as Hashbot to automatically moderate specific content and have better ways of logging users into servers. You can also set your discord to not allow sharing of any links. In addition, members should be reminded not to rely on DMs and that server administrators will never send DMs. When it comes to support, it is advisable to either discuss support matters in the public support channel or use ticketing tools. Servers that ask users to DM a team member may be more vulnerable to a fake support rep trying to reach their members.

team management: The “always on” nature of Discord requires you to have a moderator around the clock. Often, moderators are members of the community who are particularly passionate about the project and want to contribute, but they may only be available for a few hours a week. This means you have to think carefully about how you keep your team updated and how you manage contracts and payments. Many Web3 teams use standard Web2 tools for documentation, such as Google Docs or Notion, but they can also use Web3-first tools like Utopia Labs to manage payments.

community driven support

The community is such a central part of the equation and community members are skin in the game, through their tokens, members are naturally encouraged to be active and make the project a success. What you will see with many of the most active DeFi and NFT projects is that often community members will also answer each other’s questions. Consider it the next iteration of Reddit’s karma points or StackOverflow’s upvote.

I believe there will continue to be active community participation, but hopefully more projects will adopt tools like forums, especially more technical projects as they may be better discoverable. I look forward to seeing more interesting reward mechanisms.

In addition to offering tokens or coins to active contributors, we will see more projects providing digital collectibles and on-chain proof of completion of tasks, allowing them to build a digital resume and reputation. Together with the decentralized nature of Web3, this means that this reputation could in theory be carried from platform to platform, unlike a creator who has spent years building a Facebook audience to make Facebook less popular. . It is closely related to the concept of soulbound token Coined by Ethereum founder Vitalik Buterin, the core idea is non-transferrable tokens representing “commitments, credentials and affiliations”, such as diplomas and achievements.

decentralized support

Web3’s fundamental of owning your own data is relevant when it comes to customer support. One of the most frustrating things as a user is facing problems like being locked out of an account and needing to verify myself. It can also be frustrating that support staff spend countless hours helping users with Know Your Customer (KYC) processes and onboarding (not to mention drop-off rates). Various initiatives are attempting to bring identity on-chain, and with the promise of users having the ability to own their own data and take it on any platform, this could bring benefits to users and companies alike.

Furthermore, enabling community members to participate in support efforts and be instantly rewarded for their work is an interesting way to decentralize support. Decentralization can also remove the need for middlemen in more traditional support settings, where outsourcing support is common. It would take power away from corporations and put it back in the hands of workers, which is very aligned with the Web3 philosophy.

conclusion

Web3 communities have a different set of behaviours, priorities and structures than traditional companies. It’s not always best to try to use traditional tools to manage support. Instead, Web3 companies will need to consider how they can use the channels their community loves and embrace the power of community-enabled support, as well as consider How can they scale up their operations to bring their products to the mass market?

Since the Web3 space is still in its infancy, the founders are focusing on building. Support may still be a consideration. But, as the first group of highly funded companies begins to mature, we will see major improvements and innovations in the customer experience, and it may be better than anything we’ve seen in Web2.


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