Customer Service as User Experience

presented by Emmanuel Quartey at the usable meetup in Lagos, Nigeria.

Transcript

1. Customer Success as User Experience How Paystack Delivers Winning Experiences at Scale Emmanuel Quartey Head of Growth
2. Table of Contents 2 About Paystack 3 The Growth Department at Paystack 6 Customer Success as User Experience 10 The Customers Success tools we use at Paystack 14 More to do 45
3. About Paystack
4. Paystack is a payments gateway that helps Nigerian merchants get paid by anyone, anywhere in the world. 4 About Paystack
5. Over 7,000 merchants of all sizes use Paystack to accept one-off and recurring payments online, including some of Nigeria’s largest brands. 5 About Paystack
6. The Growth Department at Paystack
7. The Growth Department at Paystack is primarily responsible for acquiring, engaging, and retaining merchants. 7 The Growth Department at Paystack Customer service Marketing 1 3 Relationship management 2 User research 4
8. 8 The Growth Department at Paystack Head of Growth 4 Customer Success Experts 2 Product Specialists 1 Product Marketer
9. Growth is not only about getting new customers. It’s also about listening to existing customers, and serving them better. 9 The Growth Department at Paystack
10. Customer Success as User Experience
11. What’s the difference between Customer Service and Customer Successes? 11 Customer Success as User Experience Customer Service is reactive Responding to support calls, emails etc. Customer Success is proactive Intensely focused on everything we can do to ensure that the merchant achieves their goals.
12. At Paystack, we consider the Customer Success experience as part of the product experience. A seamless, well-considered CS experience can make the product better: • Better at solving customer issues • Better at revealing useful product enhancements 12 CS as User Experience
13. 13 Customer Success as User Experience Source: Lean Startup Bern
14. The Customer Success tools we use at Paystack
15. Help Scout is our primary email support management tool, and the beating heart of our customer service operations. 15 Help Scout
16. 16 Help Scout
17. 17 Help Scout
18. 18 Help Scout
19. 19 Help Scout
20. 20 Help Scout
21. 21 Help Scout
22. 22 Help Scout
23. 23 Help Scout Customer profile photo Customer bio Customer social profiles Previous conversations
24. 24 Help Scout Docs
26. 26 Help Scout
31. 31 Help Scout
32. 32 Help Scout
33. 33 Help Scout
34. 34 Help Scout
35. Buffer Reply helps us stay on top of support requests from Twitter, Facebook, and Instagram. 35 Buffer Reply
39. Delighted lets us send automated Net Promoter Score surveys to activated merchants, every quarter. 39 Delighted
41. 41 Delighted
42. Slack is our primary team-communication tool, as well as a customer success tool 42 Slack
44. 44 Slack #customer-feedback #prospects #social
45. More to do
46. 46 Help Scout Show customer info from the database inside of Help Scout
47. Changing what the customer sees depending on their user profile. For example: • If someone is already a customer and they’re on your blog, don’t show them a call to action to create an account, show them a call to action to try out a new feature they haven’t used before • If the visitor to the Paystack website was linked-to from a Paystack merchant, change the headline from “Accept payments online” to “The payment gateway used by Iroko TV” 47 Customize product based on who the user is
48. • If the merchant is a developer, give them a different email onboarding experience • If the merchant is always reading articles about marketing, but they’ve not had a chance to use our payment pages feature, send them an email about how to use Payment Pages in a marketing campaign 48 Better email automation
49. Productboard is a tool that lets teams: • Collect customer feature requests from different channels and store it in one place (eg. emails, social media) • Alert everyone who requested for a feature that the feature is live • Highlight interesting insights in user research & feedback and link them to related feature ideas • Get customer input on the roadmap 49 Productboard
50. t Thank you! !❤ Emmanuel Quartey Head of Growth Twitter @equartey @paystack Instagram @paystackhq Email hello@paystack.com