What’s a business that has no intention of satisfying their customers? Besides providing your clients with the product/service they need, it’s important that a business knows how to take care of them. For any request, any complaint, for any feedback, for that matter, a company has to have an answer. In my opinion, customer support can make or break a business. Unbounce is a startup that is a success now, mostly due to their customer care system. Let’s see how they did it.
What is Unbounce and how does it work?
Not all of us have IT, or programming skills. I know I don’t (though I consider giving it a shot, and see what it comes out of it). So what do you do when you want to create a landing page, but don’t have the skills to do it, nor someone that can help you with that? The answer is really simple: you use Unbounce. It’s a platform that was created for marketers (but not only), where you can build, publish, and A/B test the landing page you’ve created. That means I create my own landing page, without the help of an IT guy (or girl).
I must say that, it’s one of the best tools for startups, or even for big companies, which can help you save a lot of time, and money too. And on top of that, you connect your landing page to other awesome marketing tools that you probably already use, like KISSmetrics, Google Analytics, Zapier, or MailChimp.
What’s their story?
Remember the success story about Shopify where I mentioned that the founders needed an ecommerce platform, and because there was nothing on the market that would satisfy their needs, they decided to built their own platform? Unbounce was built on almost the same premise. The founders found that relying on the IT department to create a landing page was not a good idea. It took a lot of time, so they decided to build this platform, which allows marketers to have full control on their landing pages.
How they used content marketing to grow their company
Content marketing is great to use, but only if you create quality content. Unbounce managed to use it wisely, by publishing awesome articles on their blog several times a week. Twitter is the number one channel they use to drive traffic to their blog, because they have thousands of followers, that are marketing professionals interested in their content.
Success that comes with content marketing does not happen overnight. It took Unbounce almost 6 months to build a strong content strategy, that will resonate with their followers. At the same time, they discovered that most of the traffic came from the audience they had on Twitter. Also, they had to find a certain style of writing, that would identify with their readers.
Rick Perreault, CEO and co-founder of Unbounce, said in an interview for Startup Frontier that “the blog is top of the funnel”. Joint webinars are also a type of content creation that worked really well for them, especially the one they did with Trada, which is a company that has the same type of customers as them. Here is a great interview with Georgiana Laudi, the Director of Marketing of Unbounce, where she talks about how they used webinars to connect to their customers, and make it an acquisition channel, by increasing the free sign up trial by 35%.
Lessons to learn from Unbounce customer care success
In another interview for new-startups.com, Rick Perreault talks about the culture of the company, and describes it as a culture that “has everything to do with your success as our success is a direct result of the efforts our amazing employees put in every day”.
A happy customer will write about your company. A disappointed customer will do this, too. Think about it. When you start using a new product/service, you’ll most likely have questions about some features. The first thing that will cross your mind is to contact the customer support of that company. Assuming you still want to use their product/service, a prompt answer to your inquiry that will solve your problem will make you happy. The other scenario involves a situation in which you won’t be getting any answer, and you’ll be left out with questions. This will ultimately drive customers away. A smart company that wants to grow does not do that.
On their support page (yes, they have a page only for that), Unbounce has a really nice structure for the questions they get. There are plenty of categories for you to choose from: getting started, how to build your landing test, how to test it, and so on.
What really struck my attention is the fact that they have a category on their blog named “customer success”. And no, it does not cover success stories of people or companies that have used Unbounce. It’s a category in which they present once a month a report of their Customer Success Team. Facts, not words!
In a recent blog post, their customer success team managed to bring 100% satisfaction. That is almost impossible to achieve, but the company proved that really it’s not. You just have to put real effort into it. And they did it, because the numbers speak for themselves.
Let’s take a closer look at how this process unfolds. After the customer team resolves a ticket, the customer receives an email in which he is asked to take a quick survey regarding his experience. Unbounce wants to know more about whether the customer is satisfied or not with the support system. They also aim to figure out if “the customers really saw our values through the service they received”. At the same time, they ask for feedback to see what they can improve.
In their latest post on customer success, they talk about their online community, which is not really active. They built it since they very beginning, but they noticed that customer support works best through channels like emails, live chat, or directly on the phone. Still, they don’t want to make it go away, so they decided to revamp it, and make it a place where customers can share their ideas. We’ll just have to wait and see how it’s going to look in the end.
What are your tips on achieving customer support success?
If only more companies were like Unbounce… Now, I want to know what would be your number one tip for a great customer care support team. In your opinion, is customer care important when you’re running a business? Would you handle it differently? I am curious to know what your thoughts are. Write them down in the comments.
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