Onboarding and Customer Service – the CSM Team at SellerLogic
The professional diversity of our customers and the high expectations they place on our company leave no room for negligence in Customer Support Management (CSM). Customer standards are especially high in the SaaS (Software as a Service) sector, and customer service representatives must work diligently to satisfy them.
Arne, Head of CSM at SellerLogic, also shares this sentiment. He can testify to how high consumers’ expectations are for this field of work based on personal experience, but he also recognizes that many businesses fail to meet these standards. In the end, this not only affects the trust of customers in such companies, but also the motivation of the employees. For this reason, instead of relying on tight control and process dependency, our CSM team prefers to focus on flat hierarchies and mutual trust. This approach has enabled Arne to demand the highest standard of performance and competence from his team and he is delighted that exactly this norm has been given to him since the very beginning.
But what makes customer service in the field of SaaS so special? First of all, there’s the product: software, unlike consumer goods for example, is evolving constantly. Features are implemented, bugs have to be removed, sometimes the entire dashboard is redeveloped. Such a dynamic product requires constant communication between customers and companies. The software must be introduced to the customer through onboarding, and then customer service must always be able to effectively pick up all users at every point and explain any changes.
At SellerLogic, we’ve built a framework that’s geared to the needs of both the consumer and the employees.
Registered Successfully, Now What?
We spoke with our CSM team to learn more about the onboarding and customer service processes. First and foremost, you must differentiate between the onboarding processes of different solutions.
Onboarding With the SellerLogic Repricer
“Onboarding is an extremely exciting part of my job because this is where you can feel the customer’s motivation the most!”Ludivine, CS Manager for French, German, and English
- The notification center of our CSM team informs our employees about changes in the customer accounts via push notification. For example, cancellations, contract extensions, contract adjustments, but also new registrations for the Repricer are communicated to the team.
- The first is a language-based allocation. This is never a big problem, because after all, the majority of SellerLogic’s CSM workers are fluent in three or even four languages.
- The customer’s Amazon profile is then analyzed. It is determined which items are sold in which marketplace, how many SKUs the customer has, whether he or she sells Private Label, Wholesale, or both types. Besides, it will also be discussed how much experience the customer has already gained as an Amazon seller and in which areas this experience was gained. These analyzes serve the optimal strategy development for the price adjustment, which the customer is offered during the conversation.
- Once the registration has taken place, the customer is called and asked whether SellerLogic can provide support in any way. Immediately after registering, the customer can also request the contact via our callback service. If assistance is needed, onboarding starts right away or an appropriate appointment is set up. During the onboarding, we discuss with the customer how our solution can be used most effectively in the present case. The onboarding discussions usually last 45 minutes, but of course, there is no time limit for the customer. The interview includes the following points:
- First, the software is presented to our customers in detail. The CSM employee goes to the newly created account with the customer. Once inside, the functions and handling of the product are explained to the customer.
- The customer will then be advised by us based on the information discussed in point 3. Each consultation is tailored to the customer’s specific situation and varies accordingly. Here are two examples:
- The customer is new to Amazon and is a private label seller of their product → In this case, the “push strategy” is suggested to our customers. As the name suggests, the focus here is on boosting sales. If, for example, a customer’s product is already performing well, he or she is shown how to use the Repricer to set various price scales in order to maximize sales turnover. If the opposite is the case, i.e. there is a product that sells slowly, you can adjust the price graduation downwards – up to a minimum price set by the customer – to generate more sales.
- The customer is already an experienced retailer and sells third-party products as merchandise via Amazon → In such a case, our “Buy Box Strategy” is presented to the customer. Here, too, the name says it all, because this strategy is about securing the Buy Box for the customer – and thus approx. 90% of the sales. For this, the customer must first set a certain price range for the relevant product. If, for example, the maximum limit is set at EUR 15 and the minimum limit is EUR 8, the Repricer moves within precisely this framework. Our Repricer analyzes the prices of the competition, sets the price lower, and waits for the answer regarding the implementation of the price change. If the Amazon system affirms winning the Buy Box, the price will be set. Once the customer is the owner of the Buy Box, the Repricer automatically sets the sales price as high as possible without the customer losing the Buy Box. The customer thus remains the owner of the Buy Box and at the same time sells at the highest possible price. Manually, this entire process would take at least one part-time position, and the price analysis of the competition alone requires permanent monitoring. This way, our customers not only win the Buy Box but also save time and energy that they can invest elsewhere.
- At the end of the two-week test phase, the customer is called again, asked for feedback and, if necessary, the price strategy is readjusted.
Onboarding with the SellerLogic Lost & Found Solution
Our Lost & Found solution is self-explanatory and does not require any onboarding in 95% of the cases. The customer is only called in the event of anomalies and irregularities, for example, if deadlines are about to expire or a conspicuous number of damage reports occur in a short period of time.
Of course, the CSM team is also available for Lost & Found customers at any time and helps to set up the tool if so desired.
More Than Just Customer Service
Our CSM team is responsible for taking care of challenges and questions from our customers. You can contact our team via our website or hotline. In addition, other needs of our customers are actively addressed.
Needs Assessment and Advice
Advice and needs assessment are already mentioned as part of the onboarding and customer support processes. “During the consultation, we first get a concrete picture of the overall situation and then work out together with the customer which sales strategies are the most effective in the case at hand,” explains Susana, CS Manager for the languages English, German and Spanish.
In a dynamic work environment like e-commerce, a single consultation is often not enough. If, for example, the marketplace changes because new competitors are added or Amazon itself appears as the seller of the product, customers have the opportunity to seek advice again at any time.
In addition, customer satisfaction is determined once every quarter by conducting a telephone survey. Existing customers are actively called in this scenario and asked how the contemporary processes can be improved.
This proximity to the customer is very important for SellerLogic because only then is it possible to see the product from the user’s perspective. In this way, the team then also discovers optimization potential that would otherwise be difficult to access in day-to-day work.
Proactive and Reactive – It’s all in the Mix
“What do you mean by ‘Standstill’? We haven’t had anything like that before.”Marco, CS Manager in Spanish, English, and German
Due to the many points of contact with the customers, minor difficulties are often mentioned, but at the moment they are so insignificant that the customers would not have brought them to the CSM team on their own. This has two advantages: On the one hand, these difficulties can be eliminated before they develop into real problems, and on the other hand, the origin of existing challenges can be determined and passed on – for example to product development.
At the End of the Day …
… our CSM team is always finding new ways to strengthen cooperation with our customers. By acting proactively and constantly striving for improvement, they show that indifference – as is so often found in customer service – has no place at SellerLogic.
Image credits in the order of appearance: © A Stock Photo – stock.adobe.com / © Andrey Popov – stock.adobe.com