The Clear Road Forward to Customer Prosperity: Part 1


It’s about the Journey.

The road to customer prosperity is a journey, and every speed bump and traffic jam matters. You want the journey to be as frictionless as possible for the user–a seamless, positive user experience–otherwise existing and potential customers will look towards other destinations where they can spend their valuable time (and money).

If you have ever been stuck in traffic that has come to a standstill, you know that patience runs thin and it’s not too long before you are reconsidering whether making it to your intended destination is worth the hassle. There are just so many competing destinations out there, usually with similar offerings and value. The same is true for businesses, especially those that are mobile-driven.

In this metaphor, Helpshift doesn’t prevent the traffic jam: the sea of red tail lights represents the inevitable hiccups in businesses that are growing, experimenting, and are by no means perfect. Rather, Helpshift is the navigation system for your customer journey and experience to get around it, except it’s not your standard GPS or even Waze. It’s better, way better.

There are four different ‘navigation’ modes to be utilized, considering different road conditions throughout the user journey, beginning before the user even reverses out of the driveway.



1. Sitting in the Driveway: Now’s the Time for Proactive Engagement

In this scenario, your customer has decided on trying out your app and has either already downloaded it or is in the process of doing so. But they may need that extra nudge to complete the onboarding process and get on the road. Your biggest cost of acquiring a new customer is already sunk, now it’s up to you to ensure that your investment fully commits and brings about that fruitful ROI. In order to keep them moving forward, it’s important to keep them engaged with your product.

That’s where Helpshift Campaigns comes in. This feature allows you to proactively reach out to customers and offer new features, advice, and rewards to keep them happily cruising along. And that’s just the tip of the iceberg: the accompanying feedback loop allows proactive support to become infinitely more targeted.



2. Red Tail Lights Imminent: Cue Self-Help

At this point in the journey, your customer has used and engaged with your product. It’s smooth sailing, until it’s not. They’ve reached a problem, and are approaching a roadblock. But, they can look at their navigation app of choice and see that there are different routes they can take to get around the traffic. Likewise, customers can navigate around your In-App FAQs without having to pull over and ask for directions. Most of them can find a solution or detour to get them around the roadblock on their own.



3. Stuck in Standstill: Time to Try In-App Messaging

Unfortunately, not every jam can be solved with a fully mapped out detour. For those remaining users who are not able to find a solution on their own, imagine a concierge service that would update them in real time, telling them when and where to turn. Sort of like an action movie, when there is a high speed car chase and a case officer communicates through an earpiece with the agent in the field, calmly dictating where to go next.

The same goes for In-App messaging. This product gets your customers the solutions they need to keep going in near real-time. The customers never need to leave the app, thus keeping them on the path you have laid out for them. Alternatively, if they are frustrated and then leave the app to get help, there is no guarantee they will return.



4. Broken Down on the Side of the Road: Out-of-App Customer Service

Of course, having a case officer on hand at all times is an expensive resource and not always feasible. Sometimes your customer will still be stuck in traffic, run out of gas, and eventually break down. They have no choice but to call AAA and wait, or go to a call box on the side of the road. This is not optimal, but sometimes the only option.

This is when your customer will leave your app in order to call or email support questions, or maybe even post them on Social Media. They’ll probably be angry, but you must be prepared to respond. Minimizing the number of customers that reach this state will help drastically with your overall retention and revenue.

Over the course of the next few weeks, we will be releasing “deep dives” into each of these modes, fully detailing the tools at your disposal and how to properly utilize them. So make sure to follow along for the full ride: we’ll get you where you need to go in order to maximize customer success in your business.

Published February 2, 2017
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