Last Month in Customer Success: 100% Customer Satisfaction, 5h Reply Time, 1,516 Tickets Solved
About this post: Every month, our Customer Success Team reports on team happenings, support stats, feature requests and customer feedback. The goal is to help our team understand our customers’ pain-points and successes. Ultimately, this post is about giving our customers a voice inside Unbounce. We share these posts so other companies can see how we do things, maybe steal what works, and (hopefully!) tell us what they do better.
- One awesome addition to the CS team
- Dynamic Text Replacement officially out of Beta
- More from “A/B test ALL THE THINGS”
- A new way to collect support feedback from customers
Numbers and Shout-outs:
We used to depend on Zendesk’s built-in support feedback survey, it’s a simple survey that asks the customer if they were satisfied or unsatisfied with the service they received in a given ticket. We wanted to ask our customers for more detailed feedback so we revamped how we survey and moved away from Zendesk’s built-in solution. The juicy details are in the Customer Feedback section of this post.
Justin comes to Unbounce with a background in social media marketing and customer service. Outside of Unbounce, you can can find him seeking adventure, armed with camera in hand. He also has 20/10 vision – so don’t try and sneak anything past him! (He also likes BBQing)
A/B Test ALL THE THINGS!
In our Vancouver office, we have a poster on the wall that says “Stop Arguing, Start Testing”. We’re always looking for new tests to design and implement, whether to test a new strategy we thought of or to measure the efficiency of something we’re already doing.
Way back, our CS Director Ryan setup all of our Onboarding emails to be personalized. That means every customer gets assigned to a success coach, customers get all their onboarding emails from their coach and are free to reach out to him/her at any time. This personalized experience sounds like a better one than sending out all emails from a generic email@example.com e-mail address. However, the setup for these personalized emails is fairly complex and makes it pretty difficult to introduce something like parameter/action based onboarding emails. We needed to answer one question: is it worth it to keep this personalized setup or would we get the same results onboarding everyone from a generic single email address? Enter A/B test:
– Group A: Receive onboarding emails from a personalized success coach
– Group B: Receive onboarding emails from the generic “firstname.lastname@example.org”
– Conditions: identical email triggers, very similar email subject lines and content
– What to monitor?: Open rates and click through rates as a start
So what happened? check out a comparison below for one of our onboarding emails
The content in both emails is pretty similar but the results are significantly different. The open rate on the generic email is actually better than the personalized success coach email (53% vs 48%), that was pretty surprising to all of us. The click-through rate however is better on the personalized email than the generic one (13% vs 11%). We saw the same behaviour in almost all our onboarding emails, sending from the email@example.com address got really good open rates while the personalized success coach emails consistently got better click-through rates.
Here are the stats for another onboarding email, the click through rate on the generic address is significantly lower than the success coaches’ emails.
Conclusion: We think that a customer is more likely to interact with educational content coming from a person rather than from an entity. Even though the content in both cases is fairly similar, the subtle differences in the personalized email, that makes it more human, is leading to higher interaction with the emails. Are you more likely to accept advice from the success team at Unbounce or Alex your personal success coach from Unbounce? This is only our hypothesis, if you have any other theories for us please feel free to comment on the post. We’d love to know what you think about this experiment.
The Support Desk
Who’s Looking for Help?
What do Customers Need Help With?
Page Builder Issues 18%
- -1% Compared to March
Billing Issues 18%
- +2% Compared to March
Custom Domains 15%
- +2 % Compared to March
The Dynamic Text Replacement feature is officially released to our customers on Pro Plans. This feature helps in maximizing the ROI of PPC campaigns by building more relevant landing pages. Read all the details over here.
Most Requested Features
- Responsive pages (more on this here)
- Better spam protection
- Shared content between pages
New Feature Requests Gaining Traction
- More flexible traffic/conversion stats
We use Zendesk as our main tool for handling tickets opened by customers. After resolving a ticket, a customer would normally get an email asking them to rate the support they had received, if they click on the link in the email they would be redirected to a page that looks something like this:
We want to know if the customer was generally satisfied or unsatisfied with the service he/she received but we’d like to know a lot more than that. We need to know if the customers really saw our values through the service they received. We’d like to know if we left them utterly delighted and ready to recommend Unbounce to everyone they know. And if we haven’t, we want our customers to tell us what could we have done (or can do in the future) to ensure they have the best possible experience.
Unfortunately we couldn’t customize the Zendesk survey to cover what we needed, so we went to our favourite surveying tool. We used SurveyGizmo to build a support feedback survey that’s a hybrid between NPS and Support feedback. Then we linked that survey in the signatures of each CS coach so it’s present throughout all communication with customers. On any email in the ticket thread, the customer can click on the feedback link and fill out the new survey to let us know how we’re doing and how we can improve.
You can checkout our new support survey over here. We’ll be reporting its results in the coming newsletter once we’ve built up enough responses. It’ll be interesting to compare between the NPS we receive through support tickets vs the NPS we receive through emailing all customers after 1 month from signup.
Speaking of which, here’s our 1-Month NPS rolling 90-day average:
Some Customer Lovin’
You guys are awesome… great sense of humor… great personality. So refreshing in the corporate driven mundane.
Quinn’s the BEST CSR I’ve dealt with in a long time. He was professional yet showed the right amount of empathy in helping me deal with my issue, and then was efficient and clear about how he planned to resolve the issue for me. Plus, he showed leadership and concern for all Unbounce clients by offering to share insights from my case with the Support team.
It was completely refreshing to have been provided with such great customer service and a personalised solution to my issue! Thank you!!
Questions or comments? Don’t be shy and post all your thoughts below, we’d love to hear and learn from you! Ahmed Radwan Customer Success Coach, Unbounce