When Every Moment Matters: Apply a Marketing Mindset to Customer Service

 Hana Mandapat  Director of Marketing  hmandapat@salesforce.com  

Your Marketing Objectives as an SMB

ACQUIRE Accelerate known prospects into pipeline

REACH Reach the right target audience, at scale

CONVERT Nurture prospects to convert to known leads

But, There are Hurdles to Scaled Success

80%* Don’t Open Email

Cost-Efficiency Hurdle

95%* Don’t Convert

SMBs face an uphill battle to cut through the noise

58% 28M 543K Small businesses

in the US

New businesses get started each

month “We need more sales.”

Customer Service: The SMB’s Most

Underutilized Marketing Tool

5 Ways to Bring your Brand into Customer Service

Customer Loyalty Drives Growth

 Golden Rule Of Customer Loyalty: It costs more to win a new customer than it does to keep an existing one.

68% of customers stop doing business with a company because they are unhappy with the service they receive

How can SMBs use Marketing to Influence Service and Grow their Customer Base?

All-in-One Customer Support for Fast-Growing Companies

Personalized Support: Customize online help centers to reflect your brand and voice

Connect Support and Social: Get customers the answers they need on the social channels they prefer

Measure and Grow: Glean insights on campaign effectiveness to improve and scale quickly

CSAT

Knowledge Base Self-Service Mobile Case

Management Simple Setup

Productivity Tools

Business Insights

Integration Multi-Channel Support

Multi-brand Support

3 Ways to Build Your Brand with Customer Service

Brand and Voice Social Media Customer Insights

Brand and Voice

Branded Help Centers Make Support a Part of Your Experience

•  Customize the look and feel of your Help Center to match your brand

•  Create a consistent playbook that reflects your voice for all agents to pull knowledge from

•  Both agents and customers get to the right answers – fast

•  Audio sharing platform and the world’s largest community of music and audio creators

•  Company Size: 200+ employees

•  Industry: Hi Tech

•  Desk.com-powered Help Center provide customers with a seamless brand experience across online properties

Social Media

Bring All Your Social Channels into Support

•  Feed customer service handles for support related questions into Desk.com

•  Personalize every interaction

•  Quickly address repetitive customer requests to achieve scale

•  Sells compostable tableware online and in retail stores

•  Company Size: 4

•  Industry: Retail

•  # of Agents: 4 Full Time, 12 Flex

•  Macros help Susty Party personalize responses to customers on social channels and automate actions to drive productivity

Customer Insights

Make Informed Decisions with Insights from Customers

•  Have your finger on the pulse of your customer with every interaction with CSAT scores

•  Identify opportunities for optimization in your email or social media marketing campaigns

•  Correlate customer insights with agent performance to improve support content

•  Auction marketplace that allows people to bid on extraordinary experiences

•  Company Size: 40

•  Industry: Services

•  Reporting in Business Insights helps Charitybuzz measure the effectiveness of its marketing campaigns and social promotions

Demo Becca Krass, Director of Product Marketing, Desk.com

Build Your Brand with Customer Service through Desk.com

Personalized Support: Customize online help centers to reflect your brand and voice

Connect Support and Social: Get customers the answers they need on the social channels they prefer

Measure and Grow: Glean insights on campaign effectiveness to improve and scale quickly

CSAT

Knowledge Base Self-Service Mobile Case

Management Simple Setup

Productivity Tools

Business Insights

Integration Multi-Channel Support

Multi-brand Support

Our Customers See Big Improvements & Cost Savings

27 % + 34 %

+ 38 % + 39 %

+ Decrease in Support

Costs

Faster Case Resolution Time

Increase in Agent Productivity

Faster Response to Customers

36% Increase in Customer

Satisfaction

Thank you