Customers, Etc

By Ben McCormack

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Customers, Etc has moved! Please read.

Hey there! Thanks for being a subscriber to Customers, Etc. As of this week, the newsletter has moved to a new platform at I need to re-subscribe?Nope. All current subscribers have been migrated from Revue to Substack. Em…


Reinforcing Feedback Loops | Customers, Etc

Hey there! This newsletter is moving. Head on over to to get the latest issues and to subscribe.There was a technical issue that caused the edits I was making to this Reinforcing Feedback Loops issue to not be saved. (You'll…


Modeling the Support System in HASH | Customers, Etc

This is the 3rd post in a series on support systems, which began with Your First Support Model. Last week's post was about Modeling the Support System.


Modeling the Support System | Customers, Etc

This is the 2nd post in a series on support systems, which began last week. The next post in this series is Modeling the Support System in HASH.


Your First Support Model | Customers, Etc

I'm starting a series on support systems. While the domain will be customer support, it will also be an introduction to systems. I hope you enjoy it.The next post in this series is Modeling the Support System.


Extra-queue-rricular Work | Customers, Etc

Imagine you're trying to get your foot in the door at the latest rocket ship tech company. They're hiring for customer support, except they call their support staff "Support Ninjalinos", which is hip and cool. You send in your application and land an intervie…


What I Didn't Know When I Worked at Trello | Customers, Etc

Trello recently celebrated 10 years and announced a massive upgrade for the product. To mark the occasion, I'm taking a trip down memory lane to look at some of the things I didn't know when I worked there.


Funnel vs Journey | Customers, Etc

Look at what happened at Airbnb:


This Company is Resetting Customer Expectations | Customers, Etc

When I worked on last week's newsletter about resetting customer expectations, I was a little bummed that I didn't have a more recent example to demonstrate what it looks like when a business resets customer expectations and brings it to future customers' att…


Resetting Customer Expectations | Customers, Etc

This week continues the theme of customer expectations (Walking back the customer journey, Setting vs Meeting Expectations), focusing this week on resetting customer expectations.


Setting vs Meeting Expectations | Customers, Etc

Last week we talked about walking back the customer journey to do a better job setting expectations. This week we continue that narrative as we explore setting vs meeting expectations.Also, some readers may have noticed that my day job has changed. I'm still …


Walking Back the Customer Journey | Customers, Etc.

This issue has lots of pictures! It's also a two-parter. We'll introduce what it means to "walk back the customer journey" this week and continue that theme next week.


Priority Touchpoints | Customers, Etc

This week, we look at coming together across silos to identify key touchpoints in the customer journey, continuing where we left off last week with the simple customer journey map.


The Simple Customer Journey Map | Customers, Etc

A quick note on current events: Sometimes I struggle to write this weekly newsletter because what I really want to write about is something completely unrelated to customers and more about what's going on in the world. But this newsletter sort of has a theme—…


Building a Thriving Customer Support Team | Customers, Etc

The main content of this week's newsletter is an interview I did with Boldr on Building a Thriving Customer Support Team. In that interview, I answer 3 questions:What do you think is the biggest roadblock for companies wanting to change their mindset as they …


Relationship & Product | Customers, Etc

It's a new year! Which means it's a perfect time to refocus on customers. Give them some extra love. Build the products they want. Pick your favorite framework for strategic alignment (I like Objectives & Key Results, OKRs) and get to work.When we talk ab…


Being Heard | Customers, Etc

Programming note: I'll be taking a break from the newsletter for two weeks, back in your inbox on January 7. Happy Holidays, Merry Christmas, and Happy New Year!Also, FullStory is hiring a Senior Support Engineer. Please pass along if you know someone who mig…


Investing In Growth | Customers, Etc

Part of caring for your customers is caring for your team. And what team doesn't need an extra dose of care in 2020? If business growth isn't looking the same as in previous years, consider an investment in your team's personal growth.


The Very Most Basic Things You Need to Know About Startup Equity | Customers, Etc

If I mostly write about customers, put this issue squarely in the "Etc." column. Most people I know who work in CX/Success/Support do so at some kind of technology startup, so this article will dive into an area of compensation that can often feel opaque and …


Awareness in the Product Journey | Customers, Etc

It's a long holiday weekend, so I'm going to keep this pretty short. If you're celebrating here in the US, have a wonderful Thanksgiving!