Avoiding Assumptions in Customer Support: Building Trust and Reducing Risk

I loved joining Charlotte Ward on the Customer Support Leaders Podcast, where we tackled a topic that’s become central to my leadership philosophy: the dangers of making assumptions in customer support. If you’ve ever worked in support—or really any customer-facing role—you know how easy it is to fall into the trap of thinking you know exactly what the customer needs based on a few details. But trust me, making assumptions is one of the quickest ways to derail an otherwise great customer experience.

The Biggest Danger in Support: Assumptions

Charlotte and I started the conversation by diving into what makes assumptions so dangerous. We’ve all been there: you open a support ticket, scan the first couple of lines, and think, “Oh, I know exactly what this is!” Then you fire off a solution or a link to a knowledge base article, confident you’ve solved the issue. And then…the customer replies with, “What are you talking about? This isn’t even close to my problem.”

When you assume you know what the customer needs without doing the proper due diligence, you not only risk frustrating them but also potentially leading them down the wrong path. They might follow your advice, only to end up even more confused or, worse, with a bigger problem than they started with. The root of the issue is often that we skip the vital step of truly understanding the customer’s situation.

The Importance of Due Diligence in Support

At my previous company, I made it a personal mission to drive home the importance of due diligence. Before responding to any support ticket, our team had a checklist of things to verify: Is the customer using the correct account? Is the domain they're referring to even hosted with us? Have they enabled the right features? These might seem like small steps, but they help us avoid making assumptions that could lead to a cascade of issues down the line.

This due diligence wasn’t just about gathering information—it was about showing the customer that we valued their time and understood their concerns. No one likes receiving a rushed or inaccurate response, especially if it means days of back-and-forth to fix what could’ve been avoided with a little extra effort up front.

Building Confidence Through Thoughtful Responses

One of the biggest lessons I’ve learned in customer support is that it’s not just about solving problems—it’s about helping customers feel confident in the solution. If a customer has reached the point where they’re contacting support, it’s because they’ve already lost confidence in their ability to fix the issue themselves. When we respond, we’re not just giving them an answer; we’re giving them reassurance.

That’s why I’m a big believer in connecting the dots for customers. Don’t just give them a fix—help them understand why the problem happened in the first place and what steps to take next. This goes beyond solving the immediate issue; it’s about fostering trust and building a relationship where the customer feels comfortable reaching out in the future.

The Balance Between Speed and Quality

In the world of customer support, there’s always a tension between speed and quality. We know customers appreciate fast responses, but they don’t want fast if it means getting a half-baked solution that leads to more issues. That’s why I focus on getting the right solution to customers, even if it takes a little longer.

As Charlotte and I discussed, it’s tempting to try and hit metrics like first contact resolution by providing an exhaustive, all-encompassing response. But throwing every possible solution at a customer can be overwhelming and makes them feel like you’re just trying to avoid further contact. I’d rather provide a focused, thoughtful reply that invites customers to come back with questions if they need further clarification. That approach builds rapport and encourages long-term trust.

Avoiding Robotic Responses

One of the pitfalls of making assumptions is that it can turn support into a robotic process. You start handling every ticket the same way, responding with canned replies that lack any personalization. But the truth is, customers aren’t looking for “off-the-rack” support. They want to feel heard and understood, especially when they’re dealing with complex or frustrating issues.

During the podcast, I explained that one of the things that drives me crazy about assumptions is how they can make customers feel undervalued. When you assume you know what they need without taking the time to engage with their specific situation, it sends the message that they’re not worth your time or effort. In today’s competitive landscape, where many products and services are similar, customer support is often the key differentiator. It’s what keeps people coming back—and what makes them recommend you to their friends.

The Deeper Consequences of Assumptions

The real danger of making assumptions in support is that it can lead to bigger, messier problems. In the technical world, where products and services are increasingly complex, sending a customer down the wrong path can be catastrophic. Not only does it waste their time, but it can also make the original problem worse, creating an even more tangled situation to resolve.

As Charlotte and I discussed, the consequences of assumptions go beyond just frustrating customers—they can damage your brand’s reputation. Customers are vocal when they’ve had a bad experience, especially in tech. If they share a story about how support sent them in the wrong direction or didn’t listen to their concerns, it could cost you future business.

Documentation: The Key to Avoiding Assumptions

One of the ways we avoided assumptions at my previous company was by being obsessive about documentation. Every time a unique or edge-case issue came up, we documented it. That way, the next time something similar happened, we weren’t starting from scratch. Our team had a clear guide to follow, which helped reduce the risk of assumptions and ensured we were providing accurate, thoughtful support.

I also made it a rule that we didn’t handle support conversations through direct messages (DMs). Important information can get lost in DMs, and when it’s not shared openly, the rest of the team misses out on valuable learning opportunities. By keeping support conversations transparent, we ensured that everyone was on the same page and that no one was operating in isolation.

Final Thoughts: Support is All About the Customer

At the end of the day, customer support is about more than just answering tickets—it’s about building relationships and showing customers that they matter. Avoiding assumptions is key to that. By taking the time to understand the customer’s full story and providing thoughtful, personalized responses, you create an experience that not only solves problems but also strengthens trust.

I’m incredibly proud of the teams I’ve worked with for understanding the importance of not making assumptions. It’s not always easy, but when you take that extra time to do it right, the impact on both the customer and the company is worth it.