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In today's episode of the Support Insights Podcast we talk to Thibaut Martin, CX expert, about his fantastic achievements as Head of CX at Otrium, and how organizations can turn the perception of CS from that of a cost centre to a value centre.
Thibaut will be taking us through how in his 3 years at Otrium, he's been building out their support model to support business growth, while managing to reduce first response time significantly and maintaining an impressive Trustpilot score of 4.5*.
We'll also be discussing how tying customer issues to revenue, with the help of SentiSum insights, can help generate buy-in from other departments and center their strategies around VOC, resulting in happier customers.
Plus, hear Thibaut's advice on steps you can take to supercharge the powers in your customer support department, turning it into a true value centre for the wider business.
Watch the full episode, or read the highlights below 👇
One of your big achievements at Otrium was significantly reducing response times, how did you do this?
When Thibaut joined Otrium a few years ago, the response time in Customer Support was between 24 to 30 hours and this was leading to customer frustration. Over the course of 2 years, the team managed to reduce this to between 4-8 hours by continuously focusing all efforts on this one metric.
There are mainly three pillars that helped to achieve this huge reduction:
1. Processes and automations
Thibaut started by looking at what kind of escalations existed within customer support and mapped this to understand where processes could be improved from an agent or automation perspective.
A layer of specialised agents was developed within the team who were specifically trained on delivery and logistical questions, finance queries, and other areas like discount codes and retention.
These areas of escalation were then remapped and automated so that customer issues were being addressed more quickly and thoroughly without the need for manual triage.
2. Tools
As Otrium didn't yet have a complicated tech-stack, this allowed them to start fresh on tools and harness the best systems to support them at their stage of growth.
They started by switching their support platform to Dixa, who offered them a high level of support, helping them to utilize their platform and recommending other tools to help them understand their data- including SentiSum.
3. People
We kick-started our outsourcing strategy with a partner that is located in Spain, Valencia, where there was a great mixture of people who are able to support multiple languages. That's where we started to see a huge shift in terms of quality of the people in the customer support team, it also forced us to fully revamp the training and quality framework that we had to make sure that we would maintain this level of quality that we delivered thanks to them.
How have you been tying revenue to customer issues to get buy-in from wider teams?
In the beginning, Otrium were aware that they were missing a way to access the right data to actually show the impact customer support issues were having on customer lifetime value and NPS.
SentiSum was almost a plug and play solution for Otrium, as they were able to immediately integrate it with Dixa, CSAT responses, NPS and any other sources they wanted and access quantified data on customer issues.
It's easy to calculate costs in terms of agent time that's being tied to an issue, but Thibaut wanted to go a step further and calculate the revenue the support team were generating through retention rates of customers who contact support versus those who don't.
SentiSum enabled us to really segment and drill down the data into buckets and understand what is the impact of these issues on the KPIs that are the most important to us.
Thibaut was also able to use SentiSum to analyze and predict NPS scores, identifying issues that had the potential to drive NPS down to prioritize fixes across departments.
It's still in the making to really use SentiSum to the maximum to influence our internal decision making.
Reach out to Thibaut on LinkedIn to learn more about turning your customer support center into a value center for your business.
Music: Savour The Moment by Shane Ivers - https://www.silvermansound.com
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