By Matthias Lippert, VP Customer Services, Basware
Cloud delivery for
software is fast becoming the norm and that’s certainly the case at
Basware. We operate the largest open commerce network in the world
and growing our cloud revenue is a strategic priority.
with the shift from an on-premise offering to a cloud-based delivery
model comes another trend: customer service takes its spot centre
stage. No longer tied into an annual or other set-term contract,
exceptional levels of customer support become critical to
maintaining and growing pay-as-you-go subscriptions.
challenge we experienced first-hand at Basware, but it also
presented us with the opportunity to re-set and re-think our entire
customer experience approach.
A powerful customer service engine
Our mission is to
help our customers simplify their operations, yet we realised that
we had inadvertently built in unwanted complexity and inflexibility
into our own support operation.
We were using multiple legacy
systems that were difficult to use and provided no single view of
our customer service operation. Our support consultants struggled
with prioritisation of tickets, as well as the usability and
performance of the numerous, disparate tools.
Basware Support failed to achieve its KPI targets, with timely and
professional support scoring particularly low in customer surveys.
Making marked improvements in our customer satisfaction and
resolution time was critical as we moved our offering to the
Working with ServiceNow, we set out on a
transformational customer service journey, creating what we term our
‘customer service engine’ — with speed, usability and performance
being our key criteria.
Our expected go-live coincided with
the start of the Race of Le Mans, so we created a themed launch
campaign internally, which gave us a real sense of purpose. We were
building a high performing engine — our own ‘race car’ of sorts.
Meeting the deadline had a very positive impact, making us feel part
of a real success story.
Moving into top gear for customer success
consider the transformation we have made within our customer support operation, it’s like we have
shifted from a standard, run-around vehicle to a high specification
Today, we have an intuitive platform that has
integrated all users, data and systems and we have seen tangible,
high-performance results across multiple aspects of Basware Support
in just a matter of months.
Because the customer portal is so
easy to use, the amount of emails received by my team has reduced by
94% — almost completely eliminating manual email processing.
New digital workflows that integrate with our knowledge base have
also resulted in an overall 24% reduction in the total volume of
cases, as customers actively adopt self-service.
we’ve seen our new approach deliver our key objectives of speed and
performance. Average customer response time has dropped dramatically
from four hours to just 55 minutes and we have cut our average
resolution time from 40 to 28 hours.
All these results feed
into our renewed commitment to serving our customers in the best way
possible, which we call the Basware Support Promise. Sharing our
support SLAs with our customers is key to this initiative, as we
build a transparent, open relationship, and with service desk
customer satisfaction scores shooting up by 11% in a matter of
months, we have a lot to be proud of.
Unlocking employee productivity
Our customers are
certainly benefiting from our new customer service engine, but we’ve
also seen significant benefits for our own employees.
team of support consultants, daily life at work has become much more
productive and rewarding. The digital workflows in our engine take
away manual, repetitive service tasks, freeing up consultants’ time
to focus on second level support or better manage spikes in demand,
for example around new software releases.
also have complete visibility of every ticket, giving them the
ability to prioritise and make informed decisions on how to
effectively manage customer expectations and SLAs.
touches like adding consultants’ profile pictures to the service
portal have also brought our team and our customers closer together.
Their relationship is more transparent and personal, and that is
fostering a sense of trust and loyalty.
In fact, we’ve seen a
real push from our support team in making our customer service
engine happen. As part of our roll-out, we gave our consultants
access to the ServiceNow platform two months ahead of the planned
schedule since there was such a desire to get involved as soon as
possible. We witnessed a real bottom-up, employee-driven movement to
make our project happen.
On the road to opportunity
The early success of the
new customer service engine has paved the way for further projects,
including the introduction of 24/5 customer chat and the integration
of time-critical incidents into our support manager dashboard.
The flexibility and agility of the ServiceNow platform is pushing
us to look beyond support to other areas of the customer experience,
helping us realise our vision of creating customer value beyond