10 commandments of CX
Not a feature list — a set of rules we think hold up regardless of which tools you use. We build Samvaads around them; you can hold any vendor, including us, to them.
1. Thou shalt not make the customer repeat themselves
If a customer already told someone their order number, their issue, or their name, that context should travel with them — across channels, across agents, and across a handoff from AI to human. Repetition is the single fastest way to make a customer feel like a ticket number.
2. Thou shalt reply where the customer already is
WhatsApp, Instagram DM, email, a phone call — the channel is the customer's choice, not yours. Forcing them into a portal or a new app to "properly" resolve something they started elsewhere adds friction you don't need to add.
3. Thou shalt measure what customers feel, not just what agents did
Resolution time and ticket counts describe your operation. CSAT describes the customer's experience of it. A team that only watches the first set will optimize itself into fast, technically-closed tickets that still leave people unhappy.
4. Thou shalt give every ticket an owner and a clock
Ambiguity about who is responsible, and by when, is where tickets go to die. An SLA clock is not bureaucracy — it is the mechanism that turns "someone should look at this" into "this breaches in two hours."
5. Thou shalt let AI do the typing, not the deciding — for anything that matters
Drafting a reply, summarizing a thread, suggesting an answer from the knowledge base: AI is excellent at this. Refunding money, closing an account, or promising something policy doesn't support: that decision needs a human in the loop until you have real evidence otherwise.
6. Thou shalt keep a single record of truth, per customer
When support history, purchase history, and past conversations live in three different tools, nobody — not the agent, not the AI, not the customer — gets the full picture. One customer, one record, referenced everywhere.
7. Thou shalt make the first response fast and the resolution right
These get treated as a trade-off. They don't have to be. A fast, honest "we're on it, here's what happens next" buys you the time to actually get the resolution right — it's silence, not speed, that erodes patience.
8. Thou shalt automate the boring, not the human, moments
Routing a ticket to the right queue, tagging a channel, updating a CRM field — automate all of it. The moment a customer is frustrated, confused, or about to churn is exactly the moment that deserves a person, not a flow.
9. Thou shalt write down what you already know
Every question your best agent has answered from memory is a knowledge base article you don't have yet — and a gap your Copilot and AI agents can't fill until you close it.
10. Thou shalt make it easy to leave — because that's what makes people stay
A confusing cancellation flow or a support team that stonewalls unhappy customers doesn't reduce churn — it just makes churn angrier and louder. The teams with the best retention make it easy to leave and use every one of those conversations to learn why almost nobody does.
Build a desk that holds up to these
Samvaads is our attempt at software that makes these ten easier to keep, not harder.