Company: Constant Contact
Company background: Constant Contact®, Inc. is a leading provider of on-demand email marketing and interactive communications services for small businesses, associations, and nonprofits. Through customizable, easy-to-use tools, including email marketing and online surveys, Constant Contact helps all types of small organizations build stronger customer relationships, drive sales, and achieve success.
Contact: Kyle Reiners
Title: Community Manager
Related URLs: community.constantcontact.com
Lithy category: Social Support Champion
1. What were your organization’s social customer service initiatives in 2017-2018?
To better serve our customers, we launched a mobile responsive Community in 2017 and have seen a steady increase in mobile traffic (now at 10%). We added gamification with much appreciated special badges for All Star customers and Partners. Based on data and customer feedback, the Community and Social Care Team began offering support over the weekends in addition to weekday availability.
By surveying Community visitors with Value Analytics, we gained a deeper understanding of Community visitors and their needs. An Optimizely/Tealium integration, launched in 2018, allows us to serve up engaging and personalized content in collaboration with the Acquisition and Marketing teams. Links to Community resources were added to new customers’ email onboarding flow as well as in product.
We have run several popular contests where customers showcase their email designs. Community is part of a company-wide initiative to promote transition to our 3rd Generation Email Editor. The 3rd Generation Editor Headquarters board was launched in 2018 and featured in multi-channel customer communications. The board has extensive resources dedicated to customer success, and as always, our support team is on hand to ensure customer success.
The Constant Contact Help Center was moved to the Lithium platform, with a focus on getting the customer to the right place within one click. The Lithium platform allows faster updates and flexibility in how we message our customer base. We recently launched an International Help Center for customers outside of North America.
Being an email marketing company, we believe in newsletters! In addition to our internal Community newsletter, we recently launched an external newsletter with a digest of the most viewed postings with an opt-in sign up box on our Community.
2. What was the most important customer issue you were looking to solve via your digital technology (e.g. community and/or social media management platform)? What makes your approach to customer satisfaction a gold standard in the industry?
The Constant Contact Community and Social Care Team is a four-person team that is small but mighty, passionately dedicated to ensuring small business owners and nonprofits are successful with email marketing and it shows in every customer interaction. We allow customers a range of choices in how they want to interact with Constant Contact, whether it is through traditional support channels, social care or to peruse our extensive self-help options. This strategy is working. We have seen significant growth in social care and self-help, while positive sentiment and customer engagement is also increasing.
With personalized Community content, we ensure each visitor gets the most benefit for their business, some examples:
In 2017, we started experimenting with social tone to find our social voice. We tested into optimal content and frequency of outbound Tweets. It paid off! We were recognized by two independent analysts for our Twitter Support Handle. We opened the Facebook messenger channel for support, a new popular channel with rapid growth.
3. Please share customer satisfaction metrics, both qualitative and quantitative, as well as agent and response time metrics (e.g. CSAT, decreased customer complaints, call deflections, agent SLA, manual processes eliminated)
Below are examples of direct customer comments:
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