By Eve Collins, Head of Customer Success, Ebsta
If there is one thing I have learned working in customer service and sales, it’s that you can’t sell the value of a product you don’t believe in. As a society, we’ve become hyper aware of fake news. People are taking new measures to vet information and find brands they deem as reliable. The old school sales pitch of a product being able to change your life without anything more than a catchy jingle, is dead. To build trust with customers, you personally need to believe in the value of your product and you need to be able to convey that value effectively.
At Ebsta, we pride ourselves on being experts, not only on our own tool, but the ecosystem we work in. With this, we are able to provide an exceptional service and product, because we get it. We use Salesforce, we use Ebsta, and we deal with the same business struggles and use cases that many other SaaS companies face. When I started at Ebsta close to 5 years ago, we had not released the Team product yet. I would say half of our company was religiously using the basic Chrome extension to ensure emails were manually pushed to Salesforce, our calendars were synced and our emails were tracked. The other half, not so much… but comparatively, I would say we were pretty good at keeping our CRM data up to date. Then with the release of Ebsta Team, our whole world changed and suddenly we were able to capture engagement like never before. We’ve been able to effectively scale our customer base, expand our CS team and increase business.
Below are some of the key features that our CS team could not live without:
1. Transparency Throughout All Departments & Teams
With the ability to see all communications from everyone within the company, we can fully understand our customers. It allows us a 360 degree view of everything discussed pre-sale, within support, and through marketing channels; there are never any questions, blind spots or surprises. We know what interaction took place (or for that matter, didn’t take place), when and with who. Similarly, to other sales-focused businesses, we struggled with customer handovers between our Sales and Customer Success teams. Information slipped through the cracks and we risked expectations not aligning between our customers and our company. As soon as we could effectively track all engagement and trust that nothing was hidden away in a sales member’s inbox, or even a previous employee’s inbox, our customer conversations, onboarding effectiveness and rate of retention all improved immensely. We can easily look back and understand the true history and depth of our interactions and nurture the relationship on a deeper level.
2. Insight into Company Network for New Customer Contacts/Relationships
One of the biggest “Uh-oh” moments for our Customer Success agents is getting a bounce-back or undelivered email return from a main contact or decision-maker at a company. You’d historically be left struggling to find another user to reach out to or face confusion around who to contact for account management items. With Ebsta we are able to uncover all contacts within a company that our business has ever engaged with. We can surface and trigger alerts when contacts that have left the business and ensure engagement is maintained; while also opening the door to new business opportunities wherever the contact went. There is no relationship left in the past, and with accurate up-to-date contact details, we can easily find and present alternative connections within our customer network.
3. Right-Click Search
This last feature, while it may seem less robust in terms of scope, is actually what I consider our “golden nugget” functionality. I can confidently say this search feature has saved me hours of work each week. As much as we’ve tried to consolidate systems as a company, there are still a few platforms we work in daily. As our CS team switches between Salesforce, email, our billing portal Recurly, our customer support system Zendesk, customer business websites, LinkedIn and countless other sites, we are never more than a highlight and mouse click away from the key information we need. Ebsta brings our powerful CRM data to any and all websites to ensure we always have our pulse on the trigger.
We love working with our customers because we believe and have seen, first hand, the value that our products provide. To put it simply, we drink our own champagne and would love to share.