Customer support has never been more important for driving revenue in today’s businesses:
- $62 billion is lost by U.S. businesses each year due to bad customer service.
- This is an increase of $20 billion (or 51%) since 2013.
- The result is that 49% of U.S. customers report switching companies each year to escape poor customer service.
The reality is that negative customer experiences can have a resounding affect on your business. A recent study showed that 91% of customers take action when unsatisfied: 51% choose not to work with the company again, 38% make a supplier change, 42% look to take revenge by posting a negative review online or in social media, and 5% reach out to inform the media.
But, if you can avoid that negative customer experience and transform it into a positive one, 70% of customers will be more loyal, 65% will recommend the company to others, 40% will spend more money, and 43% will use the company more often. This ultimately matters for your business because increasing customer retention rates by just 5% increases profits by 25% to 95%.
So, how do you create a rapid-response support mechanism that drives positive customer experiences? It requires engaging the right people in your organization at the right time. The challenge is that each aspect of that response team, from customer success to sales, marketing, product engineering/management, etc., is using different SaaS tools, none of which are connected. This creates organizational silos, and each gap represents an opportunity to ruin the customer experience.
Let’s dive in to learn how Azuqua helps supercharge your SaaS apps through improvements to three primary aspects of customer support:
1. Notify and Alerting
You never want a customer to feel under appreciated, or to feel like it’s taking a long time for support to respond. Prompt and immediate action is key to keeping those customers happy. And that starts with the alert process.
Azuqua offers powerful solutions to help streamline alert notifications. Today, most individuals have a cell phone. Reaching them with a call, text or SMS message is an effective way to get a team engaged on a new customer support ticket. For example, with Azuqua, if a trouble ticket comes in via Zendesk, you can have it automatically send out a message through Twilio that notifies key team members of the problem and links them back to the original ticket.
If you need to make that workflow even more granular, you can apply additional filters around priority, type, or segregate them based on other specifics that apply to your customer population. Automating this alert phase ensures your team is taking action and allows others to notify the customer that at the very least, teams are looking into the issue and the process has started.
Notifying teams about an issue is just the initial step. How the teams are going to collaborate to absorb, digest and begin to solve the customer issue is the next challenge. Oftentimes, tickets can’t be resolved directly by a customer service representative, which usually means another team has to get involved, for instance product development.
For example, customer service teams often works in Zendesk, but developers work in JIRA. Neither team typically has access to the other’s SaaS tools, nor would they want it. But, there are particular instances in the support process when your teams will need to share information across these different platforms.
Using Azuqua, you can quickly automate the creation of a development ticket by building a custom flow that takes key trouble ticket information from Zendesk and synchronizes it into a new ticket in JIRA (with attachments, comments, etc.). This means you can easily engage the engineering team to solve a problem, and when resolved, the information flows back into Zendesk as a completed ticket that can be closed out.
3. Resolve and Communicate Back to the Customer
When working a ticket, it’s important that all teams, especially the sales owner, understands what’s been going on so they can reach out to the customer and let them know it’s being handled.
For example, sales owners typically work in a SaaS application like Salesforce. When a ticket is created in an app like Zendesk, it needs to be automatically synced into Salesforce as a new case. Azuqua not only automates the exchange of this ticket information between those applications, but it also can automatically spin up a channel in a collaboration app like Slack so that representatives from sales, service and development can all communicate on that specific ticket.
Azuqua allows customer support teams to connect key SaaS applications and create powerful workflows that help drive better business outcomes. Want specific step-by-step instructions on how to build thee powerful workflows shown in this post? Check out the on-demand webinar that includes a complete demo.