Today’s post comes from Erin McCaul and Chiaryn Miranda, two of the fabulous speakers who will be joining us at UserConf Portland in June to talk about customer service and share the special sauce behind Moz’s successful scaling strategy.
Customer Support at Moz, a.k.a. “Dinosaur Party”
Our team has more than doubled in size this past year, and we’ve learned a lot of lessons on our journey. The one I want to share on this sunny Seattle afternoon is the importance of scaling up the human side of your support, and not just your documentation. While documentation can be T-1000 levels of technologically sleek and sexy (and is definitely important), it shouldn’t always be the main way we support our users. It might be T-800 model old school, but we’ve found shootin’ the breeze one-on-one with our users to be surprisingly scalable with the right tools and team structure. Also, being easy to contact and talk to can really turn a user’s frown upside-down!
At Moz, we write software that helps folks do better marketing. Here on the Help Team (referred to henceforth as “Dinosaur Party”) we have 17 Helpsters, 10 dogs, and roughly 35,000 users. The Dinosaur Party sees an average of about 950 tickets per week. With proactive outreach, we’re able to reach all new signups that take a free trial of our tool, as well as older users with paid subscriptions. We also offer live chat to folks during their free trial!
User happiness is a key metric we track, and we’re currently coasting at 95%.
Want to get super old school? We even offer phone support! We use gifs, video walkthroughs, our own wit and good humor, and super-sleuth troubleshooting to make each of our interactions a story that folks want to tell. So, how do we reach all these users, keep them so happy, juggle projects, still have time to chat Mortal Kombat 3, and walk the dogs? Leadership structure, a team of badasses, specialization, and killer tools!
Here’s how our team structure looks in Dinosaur party:
Leadership Structure: Clearly, Nick is “Ruler of All” as our amazing Director of Help and Success, with three generals (aka Team Leads) who head up different branches of support. “Toasty!” Chiaryn and I manage the Support Team. Chiaryn owns our Triage process, and prioritizes bug fixes in collaboration with our engineers. Ellie on the Success Team plans proactive outreach initiatives to improve our customers’ experience with the tool and keep them around longer. I strategize around user happiness, and make sure it’s easy for folks to reach us.
Killer Tools: While we’ve tried juggling multiple tools in the past, we found that it spread the team too thin. So, we focus most of our support in a tool called Intercom. Our Support Team rocks reactive support via Intercom along with live billing chat via Snapengage, while our Success Team manages proactive email outreach and in-app messaging via Intercom.
Specialization: Everyone on the team has a specialization where their projects are focused, and both teams are trained to provide cross-channel support. While we’re still getting the hang of everything, we’re confident we’re heading the right direction. Alright, no more spoilers. Until June, hasta la vista, baby.