Sales and support working together
A question from a single customer often requires information and expertise from multiple departments. Despite how you view your support infrastructure, customers see you as a holistic brand, not a company with different departments that address different issues. Customers expect one consistent place to find answers from your company and grow frustrated when they are transferred from department to department. While it’s necessary for your teams collaborate, it’s not necessary to send your customers to multiple departments throughout the company.
By bringing other departments into support, like sales, your teams can collaborate and share a bird's eye view of your customers needs. Centralizing your customer conversations allows you to better control the narrative with a single and consistent conversation that is easy for your customers to engage with and follow-along. And by removing those siloed and sprawling threads of communication, you reduce friction between the support and sales teams and so they can share information, collaborate, and solve customer problems in a productive manner.
With more insight, your sales and support teams can tailor conversations to promote additional functionalities of your product that are most relevant to your customers in the moment, creating a more organic marketing opportunity. Shopify took this approach and bridged the gap between sales and support teams, reducing customer effort, and increasing productivity and customer lifetime value.
How Shopify centralized its support platform
When Shopify implemented Zendesk Support, the leadership team found that merchants often asked similar sales and support questions during the same interaction. By adding the sales team to support, Shopify’s customers no longer had to be transferred to another person, or shift to another communication channel. Removing these roadblocks, Shopify customers felt that their time was valued and their voices heard, which lead to an increase in customer satisfaction.
This new collaboration between sales and support shed light onto a new opportunity for Shopify. The team recognized that while customers were asking for help from support, they were also expressing the need for different solutions to their pain points. Customers were reaching out to Shopify for answers and often, change. Those moments become optimum opportunities for cross-selling and upselling, and soon their support team was enabled to handle both sales and support inquires. Serving up the right options for the right moment, sales and support teams worked collaboratively on one platform to put the customer first, solving their requests faster and pitching them better solutions at the time when it was needed.
Today, Shopify hosts more than 500,000+ merchants in 175 countries and maintains 92% customer satisfaction. Support is the hub, the central tool Shopify uses to connect everything to. And as we grow and scale, there’s a push to continue to centralize and to ensure that when agents log into Support, they have everything they need.