How GoCardless Scaled its Customer Operations Without Increasing Headcount Using Unbabel

GoCardless如何利用Unbabel在不增加人员的情况下扩大其客户业务

2021-01-13 14:00 unbabel

本文共869个字,阅读需9分钟

阅读模式 切换至中文

When Daniel Mooney joined London-based fintech company GoCardless as Director of Customer Operations, his challenge was clear: Help a startup-sized customer service team of 10 scale rapidly and efficiently, while keeping headcount roughly the same. GoCardless was experiencing explosive growth, jumping from 50 to 450 total employees in a span of three years, and Mooney’s small-but-mighty team now needed to serve businesses of all sizes in 31 countries — and counting. GoCardless was quickly becoming a global leader in recurring payments by helping businesses large and small set up repeat payments from online customers, rather than using their credit and debit cards. Because customer tickets involved matters of finance, which are critical to the businesses using GoCardless, team members were spending most of their time on the phone in reactive support conversations — a process that was fundamentally unscalable. “In the customer support world, people often love the customers so much they almost feel their pain themselves,” says Mooney. “It’s my job as a manager to oversee that function and channel that passion, but also to make gains.” After watching and learning, Mooney’s team first implemented Zendesk, followed quickly by Unbabel. A year later, the customer service team had added only one employee despite their customer base doubling in size, along with headcount across the rest of the company. What’s more, team member engagement and satisfaction had skyrocketed, while turnover had decreased. GoCardless automated 28% of customer inquiries while saving 284 hours of manual labor and achieving a consistent CSAT score of 92 percent, and will continue to rely on Unbabel as it reaches customers in every corner of the world. Here’s how. Using technology to create happier, more engaged employees GoCardless’ first step was to collect data in order to automate as many tickets as possible. Within a few weeks of using Zendesk, they had enough information to automate the most common inquiries and persuasively advocate internally for product changes that would ease other pain points. As a result, they quickly diverted 25 percent of demand from the customer service team — allowing employees to focus on higher-touch, more challenging tickets. “By using technology and automation, you free up your employees to have much more engaging, meaningful days at work. Someone can feel really proud that they’ve solved a tricky issue, kind of like a mini-detective, rather than providing 100 of the same answers in a day,” says Mooney. To further free up the team and increase scalability, the team next turned their attention to GoCardless’ Help Center. Now that they had robust data, they could systematically create self-service content addressing the top categories and issues in multiple languages that could be sent to customers via human or bot. “We went from having 11 articles that customers could find to having over 900 articles in multiple languages, which is where we are now, said Mooney. “We managed to create this huge amount of self-service.” Using Unbabel also enabled GoCardless to serve customers in all new priority countries where they onboarded customers instantly – without leaving customers waiting for responses or seeing a decrease in quality. This enabled their team to support the expansion efforts of GoCardless into new territories, without compromising on service quality, and ensuring all of their team could support these customers. Evolving from multilingual to truly borderless Using Unbabel for Zendesk, GoCardless quickly transformed its customer service operation, laying a strong foundation for future growth. But as Mooney tells new hires, it’s important to never get comfortable or too attached to business as usual in the customer world, which is constantly changing and increasingly crucial to beating the competition. As the goalposts continue to move, the GoCardless team is now preparing for not only a multilingual future, but a borderless one. The past few years have seen a focus on international expansion, making the company the first truly global recurring payments solution. They’ve onboarded companies such as Docusign, TripAdvisor and Logmein that serve customers all over the world, requiring service that’s both tailored for businesses ranging from small to global enterprise and scalable at every step. Key to meeting this challenge is an ongoing evolution of GoCardless’ Help Center to become a Customer Hub, what Mooney calls “a help center on steroids.” To effectively serve customers with in-house native speakers, Mooney says he would have to hire a minimum of three full-time employees in each country where they have a presence. This wasn’t efficient when they initially expanded just to France, Germany, and Spain, and is patently impossible with GoCardless’ current reach. Instead, the team is building a robust Customer Hub, where customers will have access to everything they need to maximise the value they get from GoCardless. The Hub will include a deep library of content in multiple languages, along with options to access personalised content that’s tailored to their particular business and place in the customer journey. “We can now onboard customers from all across the world and support them seamlessly” says Mooney. “We’ve just protected ourselves on the language side incredibly effectively. This is the future.” Want to learn more about how other organizations serve their global customer base with Unbabel? Read our Case Studies
当丹尼尔•穆尼加入伦敦金融科技公司GoCardless担任客户运营总监时,他面临的挑战很明显:帮助一支10人的初创公司规模的客户服务团队快速高效地规模扩张,同时保持员工人数大致不变。GoCardless经历了爆炸性的增长,在三年的时间里,员工总数从50人跃升至450人,穆尼规模虽小但实力雄厚的团队现在需要为31个国家的各种规模的企业提供服务--而且还在不断增加。 GoCardless通过帮助大大小小的企业建立在线客户的重复支付,而不是使用他们的信用卡和借记卡,迅速成为全球重复支付领域的领导者。由于客户票证涉及财务问题,而财务问题对于使用GoCardless的业务至关重要,团队成员将大部分时间花在电话上进行反应性的支持对话--这是一个根本无法扩展的过程。 穆尼说:“在客户支持的世界里,人们常常非常爱客户,他们自己几乎都能感受到他们的痛苦。”“作为一名经理,我工作是监督职能,引导激情,同时也要有所收获。” 在观看和学习之后,Mooney的团队首先实现了Zendesk,随后很快实现了Unbabel。一年后,客户服务团队只增加了一名员工,尽管他们的客户群规模翻了一番,公司其他部门的员工人数也增加了一倍。更重要的是,团队成员的参与度和满意度大幅上升,而人员流失率却有所下降。 GoCardless实现了28%的客户查询自动化,同时节省了284小时的人工劳动,并实现了92%的一致CSAT评分,并且将继续依赖Unbabel,因为Unbabel服务于世界上每一个角落的客户。这是怎么做的。 利用科技创造更快乐,更敬业的员工 GoCardless的第一步是收集数据,以便尽可能多地自动售票。在使用Zendesk的几周内,他们就掌握了足够的信息,可以自动处理最常见的查询,并在内部有说服力地倡导产品更改,以缓解其他痛点。结果,他们很快从客服团队分流了25%的需求--让员工专注于更高触觉,更有挑战性的票务。 “通过使用技术和自动化,你可以解放员工,让他们在工作中度过更有吸引力,更有意义的一天。穆尼说:“有些人会为自己解决了一个棘手的问题而感到自豪,就像一个迷你侦探,而不是在一天内提供100个相同的答案。” 为了进一步解放团队并增加可伸缩性,团队接下来将注意力转向了GoCardless的帮助中心。既然他们有了可靠的数据,他们就可以系统地创建自助服务内容,以多种语言处理顶级类别和问题,并通过人工或机器人发送给客户。 穆尼说:“我们从最初的11篇文章发展到现在的900多篇多种语言的文章。“我们设法创造了这种巨量的自助服务。” 使用Unbabel还使GoCardless能够为所有新的优先国家的客户提供服务,在这些国家,他们可以立即让客户上车--而不会让客户等待响应或看到质量的下降。这使得他们的团队能够支持GoCardless向新地区的扩张努力,同时不影响服务质量,并确保他们的所有团队都能够支持这些客户。 从多语种到真正无边界的演变 GoCardless将Unbabel用于Zendesk,迅速转变了其客户服务运营,为未来的增长奠定了强大的基础。但正如穆尼告诉新员工的那样,重要的是,在客户世界里,永远不要过份舒适或过于依附于常规业务,因为客户世界不断变化,对击败竞争越来越重要。 随着球门柱的不断移动,GoCardless团队现在不仅在为一个多语言的未来做准备,而且在为一个无边界的未来做准备。过去几年,该公司专注于国际扩张,使其成为第一个真正意义上的全球经常性支付解决方案。他们进入了Docusign,TripAdvisor和Logmein等公司,这些公司为全世界的客户提供服务,它们要求的服务既要为小到全球的企业量身定做,又要在每一步都可以扩展。 应对这一挑战的关键是GoCardless帮助中心不断发展,成为客户中心,穆尼称之为“类固醇帮助中心”。穆尼说,为了有效地为客户提供内部母语人士服务,他必须在每个有业务的国家雇佣至少三名全职员工。当他们最初只扩展到法国,德国和西班牙时,这并不有效,而GoCardless目前的业务范围显然是不可能的。 取而代之的是,该团队正在建立一个强大的客户中心,在这里,客户可以获得他们所需要的一切,从而最大化他们从GoCardless获得的价值。该中心将包括一个多种语言的深度内容库,以及访问个性化内容的选项,这些内容是根据他们的特定业务和客户旅程中的位置量身定做的。 穆尼说:“我们现在可以搭载来自世界各地的客户,为他们提供无缝的支持。”“我们在语言方面非常有效地保护了自己。这就是未来。“ 想了解更多关于其他组织如何利用UNBABEL为其全球客户群提供服务的信息吗?阅读我们的案例研究

以上中文文本为机器翻译,存在不同程度偏差和错误,请理解并参考英文原文阅读。

阅读原文