Mailchimp - E-Commerce Customer Service
Company Description: Mailchimp is a leading marketing platform for small businesses. Millions of businesses and individuals use Mailchimp to send marketing emails and automated messages, create targeted campaigns, facilitate reporting and analytics, and sell online. Founded in 2001 and based in Atlanta, GA, Mailchimp has nearly 1,000 employees and is privately held.
Nomination Category: Customer Service & Call Center Awards Achievement Categories
Nomination Sub Category: e-Commerce Customer Service Award - Computer Industries
Nomination Title: Reimagining the Mailchimp Platform to Better Serve Our Customers
Tell the story about your e-commerce-based customer service initiatives since the beginning of July 2017 (up to 650 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: REDACTED FOR PUBLICATION
At Mailchimp, we democratize cutting-edge marketing technology to empower small businesses (SMBs) to grow. Millions use our global self-service marketing platform to send emails, publish landing pages, create social ads, send postcards, manage marketing relationships, and more.
Our motto “Listen hard, change fast” is a guiding principle, ensuring anyone interacting with support channels feels their needs are heard and quickly addressed. Those channels include email, chat, social media, and an open-source knowledge base (KB) of resources, guides, and tutorials.
On the frontlines.
Since July 2017, hundreds of thousands of customers contacted our support team. Because of high volume, we empowered our support analysts to more accurately predict support capacity and hiring projections, reducing wait times, and helping our team scale smarter.
With thousands of daily customer interactions, we’re proud of our 91% customer satisfaction score and the support we can provide to users like Sterling, who recently told us: “I just wanted to say thanks for all your help and understanding. I liked Mailchimp before but because of you and your above and beyond service I love Mailchimp. Thanks again and you have earned a customer for life."
In May 2018, we experienced a huge spike in chats with the rollout of the General Data Protection Regulation (GDPR), a data privacy law in the EU, affecting a significant portion of our customer base.
To assist customers faster, support alumni from across the company rejoined agents on the frontlines. Alumni agents responded to over 11% of requests, helping our customers and boosting internal morale.
What’s the knowledge base?
Before customers ever reach support agents, our powerful, no-cost KB catches the majority of traffic with a high deflection rate. Our KB provides customers with functional marketing content related to channel engagement, GDPR, black lists, and a variety of other topics. Our KB boosts product efficiency and cost-effectiveness for SMB customers who are often strapped for time and resources.
Since July 2017, over 70 new articles focusing on troubleshooting and FAQs were published in our KB, garnering more than 50 million unique page views.
We rethought the entire platform.
In 2018, Mailchimp also enhanced our customer support experience with a comprehensive redesign to our customer experience platform. We linked the KB to mailchimp.com and application for a more seamless customer experience, and simplified support access points for customers across the platform (including Mailchimp’s desktop and mobile app, KB, and marketing website).
Since the change, impressions from organic traffic to the KB spiked , decreasing bounce rates and increasing session length – indicating our users found the information they needed.
Always optimizing our customer experience.
In addition, we optimized the use of specialist teams responsible for particular areas of the app in order to provide specialized support to customers with specific needs, like e-commerce. Our e-commerce specialist team works directly with our customers using integrations like Shopify, Magento, Prestashop, BigCommerce and BigCartel.
We also streamlined support interactions so agents could help customers across multiple platforms from one helpdesk, and launched educational webinars to empower users to engage all available features. The webinars included real-time closed captions with translations for our international customer base.