Users Invest in On-Demand Support
When timeliness is critical, and especially in a business to business setting, users are willing to invest a reasonable amount of money to get an answer rather than spinning their wheels and investing a lot of time researching potential solutions on their own. These ad hoc, one off needs have a clear return on investment: “For either x-many dollars or x-many hours, I can get from point A to point B.”
Users are also more likely to connect on an ad hoc basis than registering a long term subscription when their anticipated needs or questions are limited. It’s a predictable cost for the desired outcome.
Unfortunately for users, most businesses gate their most experienced team members behind subscription walls or costly managed support packages. Leveraging the community is limited to posting public questions and receiving non-specific replies in an unpredictable amount of time. It’s a frustrating user experience but an opportunity for businesses that create an avenue for receiving on-demand support, help, expertise or advice.