How can a company successfully support 150 million customers worldwide? That’s what Alon Mor, Head of Global Customer Solutions at Wix.com, reveals in this episode of Voxpro Studios. One of the world’s leading web development platforms, Wix looks for data in places that many other companies do not in order to enhance the overall customer experience and grow its user base.
In this episode, Alon also talks about:
- the arduous journey to providing 24-seven support
- convincing senior stakeholders to invest in CX
- preparing for significant spikes in traffic
- instilling brand values in employees
- the concept of ‘survivorship bias’ in customer experience
- how to achieve effortless experience
“For VPs out there who need to sell investment in customer experience, data is the name of the game.”
In the following extract, Alon provides advice on how CX evangelists can convince senior management in their companies to invest in customer experience.
“For VPs out there who need to sell investment in customer experience, data is the name of the game. With support, you need to know how to track the data coming through and it’s crucial to understand the entire flow of users, how they engage with the product and whenever they are trying to engage with support. From that moment on, it’s really important to track everything users are doing through the funnel. That information is basically gold.
“A lot of times, people who tend to talk to you convert if that’s the business model that you have. Even if it’s not, people who talk to you end up – usually if you are doing a good job – happy and satisfied with the product and they become your ambassadors as well.
“It’s really important to track everything users are doing through the funnel. That information is basically gold.”
“Support these days is basically part of marketing, this is how I see it. So if you are going to do things right, you’re actually adding to the revenue of the company 100 percent. But for that you need to show data and talk data. There are a lot of tools out there that can do that.
[At Wix] we are so obsessed with what we do that we developed our own internal tool. It’s called “Wix Answers and we are using it for everything that we do. So the interaction with our users through chat, email and calls, including all the data analysis of everything that is coming through all the channels including the knowledge base which we have there, is something that we dissect. With that information I can talk to whoever it is – if it’s our CEO or Head of Product – about the problems we have in the system, about conversion rates, about the common questions.
“It provides clear statistics, clear screens with all the information that you need. With one click, you share it with whomever you want and you can get things moving.”
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This blog post is part of the Voxpro Effortless Experience series. The Effortless CX Summit is taking place in San Francisco on June 27th. Organised by Voxpro and its parent company TELUS International, the event brings together experts in the field of customer experience from major companies such as Google, Bird, Zuora and Wix to discuss ways to reduce customer effort, how to deliver great digital CX at scale and much more besides. For further information on the event, check out the agenda here.
Stay tuned for our new e-book on effortless experience.