GetResponse
Company: GetResponse, Wilmington, DE
Company Description: GetResponse is the leading provider of complete email marketing solutions (including innovative email design and email automation technologies). Lead by Ola Grabowska since 1998 its customer service team has recently implemented innovative approach to be the most effective Customer Success Team in industry.
Nomination Category: Customer Service & Call Center Awards Achievement Categories
Nomination Sub Category: Award for Innovation in Customer Service - Computer Industries
Nomination Title: GetResponse Customer Success Team - VIDEO TUTORIALS FOR GETRESPONSE CUSTOMERS
Tell the story about your organization's innovations in customer service since the beginning of July 2012 (up to 525 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms. Be sure to mention obstacles overcome, innovations or discoveries made, and outcomes:
VIDEO TUTORIALS FOR GETRESPONSE CUSTOMERS
GetResponse is an email marketing platform that allows customers to build a subscriber list then create and execute email campaigns of any complexity.
PROBLEM:
Historically, we outsourced the production of video tutorials about product features. The videos were fancy, with animations, special effects and all kinds of bells and whistles. But they were expensive, difficult to produce, and often were outdated soon after being released.
SOLUTION:
In 2013, we decided to train our Customer Success Team to produce the video tutorials. We chose a simple technology called Camtasia to record demonstrations on a computer screen, then designated a project leader from our team.
RESULTS:
In just a few months, we produced 120 user-friendly video tutorials with an average length of 3 minutes. All videos are listed at http://support.getresponse.com/videos and available in our Help section (FAQs). They are individually indexed by Google, so they pop up when a user searches a particular phrase.
BENEFITS FOR CUSTOMERS
* Clarity and context
The videos give clear step-by-step instructions on how to use each feature. And they give customers a context — why and when they should use the particular feature.
* A personal touch
In the online world, we rarely see our customers, and bonding with them is a challenge. So we set a goal of making the videos look and sound natural instead of trying to make them flawless.
Abby, the person who records them, is a member of the Customer Success Team. So it's entirely possible that a caller will speak with her at some point.
* Enhanced customer experience
The videos make it possible for users to explore GetResponse and its features at their own pace, without having to reach out to the Customer Success Team. Our customers often mention the videos and comment about how helpful they are.
BENEFITS FOR THE COMPANY
* Extremely cost effective
The videos are easy to produce and easy to update whenever a new feature is released, so they are always up-to-date — something that would not be cheap or easy with outsourcing. The total cost of recording the 120 videos was about the same as 4 videos created the old way.
* Increased efficiency
The videos have reduced our average handle time (AHT) for emails. Instead of describing a solution and its context in detail, we simply provide a link to a video.
Since the links lead to the Help section for viewing, customers often find other helpful videos. This turns frequent-call customers into self-help customers.
* Empowered Advisors
Our advisors can instantly classify each caller as one of two types: 1) a customer with a familiar problem that can be solved with an existing tutorial video, or 2) a customer with a unique problem that may prompt the advisor to collaborate on a new tutorial video.
Now our advisors have new skills and take pride in adding to our portfolio of self-help resources. These resources are also excellent for training new advisors, enabling them to master our extensive knowledge base at their own pace.
The program has created self-help for the customer and self-help for our team —a win for both.
Provide a brief (up to 125 words) biography about the leader(s) of the nominated customer service organization:
Ola Grabowska - GetResponse Customer Success Team Director
Ola Grabowska began her present responsibility as Implix Customer Service Director in 2004. She holds a Master of Arts Degree in Business Management from Akademia Leona Kozminskiego.
Involved in the company since startup in 1998, she used the affiliate sales model to build a strong customer base for the six core technology products.
From the beginning, she was the driving force behind the core value of Implix: Five-Star Service, a philosophy that has guided the company to remarkable growth.
This year, she transformed the Customer Service Department into a Customer Success Team, creating impressive gains in productivity and customer satisfaction.