A Real Relationship, Not just Business
November 22, 2013 | Fred Madarshahian
I would like share some numbers with you regarding customer support from this year, so far.
For the most part, we’ve been very responsive when it comes to our support tickets. Our incoming, Enterprise and escalated response times come in at about 30 seconds. I’m very pleased with this. And our goal for final ticket close, is under 3 replies.
Our support process focuses highly on email and live chat. On our live chats, we average a 13 second response time. Our support coverage is staffed 24/7, every minute of every day.
We also keep tabs on a NiceReply rating. This measures customer satisfaction, and we have an average rating score this year of 9.21, which translates to about 92 percent satisfaction by customers who contacted us for support needs.
We’re very proud of the success our team has had with helping our customers get our CDN configured and setup on their websites. But despite this success, we’re constantly measuring our support activity and identifying where we can improve our customer’s experience.
This is especially important because of the industry we’re in. There are many CDNs, but what differentiates one from another, when looked at with a metric like network response times, are marginal differences. From a technical standpoint, money and equipment can and do level the playing field.
Banks and insurance companies are in a similar situation. They all offer products that, when looked at from the big picture, are very much the same. However, what makes customers stand up and take notice is customer service.
Ultimately, how a company interacts with its customers is what makes them stick with them or leave. We’d like something more than just happy customers — we want to turn them into evangelizers for MaxCDN. Think about how much you like talking about a company that’s given you great service and how they took care of you and you’ll understand what I mean.
My support team is fantastic and I make sure that they do everything they can to bend over backwards to make the people they’re helping, happy. Their problems become our problems and we will do everything we can to uncover what’s wrong — even if the issue involves something beyond our CDN’s control. In one case, we worked hours on the phone with a customer’s hosting provider because that was the cause of the issue he contacted us about. Happy customers make the difference.
We offer 24/7/365 support and we invite our customers to contact us on holidays because we’ll always be there. But that’s not enough. We want the entire experience of dealing with MaxCDN to be memorable and pleasant, from start to finish.
This means customer service isn’t just the responsibility of support, it’s a shared value company wide. It means that customer satisfaction now becomes part of everything we are and everything we touch.
We’ve recently begun a “White Glove Integration Service,” which we’re offering to all new sign-ups. Once a customer signs up, they will receive an email with a link to select a day and time for up to a 1-hour phone call. The purpose of the Integration Call is to work directly with our customer to answer any questions and get them up and running on our CDN. This takes time, effort and a commitment to customer success within the company. This strategy seems to be working:
My White Glove Integration Support Call with @MaxCDN was fantastic. Very helpful optimizing my CDN account. Kudos
— scottdmiller (@scottdmiller) November 19, 2013
But this is just one example. Customer service has to be the unified vision of each department. Walls between departments have to come down. Everyone has to ask themselves, “How will this affect the customer? What kind of company do we want to be?” and employees have to stop looking at their positions strictly as job descriptions.
Being pro-customer is being proactive and always keeping in mind and anticipating what they’ll need before they know they need it. It is very much like, as Wayne Gretzky said, skating to where the puck is going to be rather than where it is. But it also means letting them know we’re there for them, no matter what their problem is.
Our core competencies and strengths have always been support and client relations. But there are other areas we need to work on. Not only do we want the customer to feel like we’re in business together, we want them to feel like they have have a real relationship with MaxCDN, that they trust us and can contact us for anything.
We will continue to listen to our customers, and make iterative improvements based on their feedback, to deliver the best CDN and customer experience that our team, and our organization can provide.