587: How Customer Service Can Edge Out Big Competitors w/ Rahul & Varun Aggarwal

ABOUT THIS EPISODE

In this episode we talk to Rahul and Varun Aggarwal, brothers and Co-Founders of Designhill.

LinkedIn: https://www.linkedin.com/in/hellovarun/

LinkedIn: https://www.linkedin.com/in/raggarwal1/

Custom link: http://www.designhill.com/promo/b2b

Are you struggling to come up withoriginal content weekend and week out? Start a podcast, interview your ideal clients, let them talk about what they care about most and never run out ofcontent ideas again. Learn more at sweet fish Mediacom. You're listening to thebe tob growth show, a podcast dedicated to help you be to be executivesachieve explosive growth. Whether you're looking for techniques and strategies or tools and resources, you've come to the right place. I'm James Carberry and I'm Jonathan Green. Let's get into the show. Welcome back to the BE TOB growth show. Today we were joined by Rahul and Varon og wall. REVOL and Roonare brothers and Co founders of Design Hill. Guys, welcome to the show,fags, Jonathan, looking forward to speaking with you today and chatting ideasand, I'd experiences with you and your audience. Well and and we reallyappreciate both of you taking time at your schedule. We don't always get todo joint interviews, but when we do, obviously we're going to be tapping intoboth of your areas of expertise. I know we had gone back andforth with several potential topics for today's episode, but where we landed and where Ithought that our listeners were going to get the most value out of,especially because this is a relatively unique topic for our show, is that thisidea that customer service can actually help you edge out big competitors, and Ithink that this is something that a lot of our listeners can sort of appreciate. And there's so much stiff competition sometimes, you know, you're trying to you'retrying to carve out a niche for yourself, you're trying to take onthese these behemoths, you know, and you're looking for ways that you cansort of recapture that edge. So I think our listeners are going to geta lot of value out of today's episode. But before we get into today's topicor who over ruin, maybe you...

...can tell our listeners a little aboutyourselves and what you in the Design Hill team are up to. Show that, Jonathan, thanks for the introduction. We had. Design you'll are,you know, an online graphic design platform. We help businesses of all kinds,small and big, source graphic designs that affordable prices. Luckily, overthe last four year, past four years we've grown tremendously. We have afifty fivezero designers resisted with us on the platform from all over the world.We've had both FIFTYZERO businesses source graphic designs, you know, for their business,whether that that's rough logo designs or website designs, grocers, packaging design, anything named it, as far as design is concerned. You know,we've helped businesses source them and, you know, help them with their marketingefforts, help them grow their business and you know, when they are reallyexcited to be here today to speak with you about our experience, especially withthe customer service spot, because it's so true for us because we were arelatively new company when we started off in two thousand and fourteen. We basedout of India and you know, are all our customers are in UK,Australia or United States, and you know, it is a very big challenge forus to reach out to our customers, to convince our customers to use ourservice and, to be honest with you, the best marketing tool thatwe really found in terms of gaining customer you know, gaining new clients orretaining customers or attracting new customers, was our customer service and you know,we love to share that experience with you today, about the different strategies thatwe employed, the different hacks that we use and how, you know,customer service has really helped us achieve the goals and you know, b wherewe are today. Yeah, that's fantastic. I obviously you know you've seen success, you've grown your company, but, being co founders, you've also seenat the inception, at the beginning, you know, having to compete withwith larger players, and you have...

...seen firsthand that customer service has beenaway for you to differentiate yourself. So one of the first points, Iknow that that you guys were going to be making today, is this ideaof providing seven customer support. So tell us a little about your experiences.You know what what does that mean? What are we talking about here?Well, Jonathan, you know the kind of service that we offer. Youknow, we are an online platform. Business owners come to US looking fordesigns. The whole process happens online. You know, we have designers whoare, you know, from fifty two, fifty two countries. So it's aprocess that's ongoing seven. And when the process is going on for twentyseven, then you know, we felt that we need to provide support toour customers all the time, and a big reason for that was also because, in a traditional manner, of businesses have been sourcing designs through hiding graphicdesigners or design agencies, but when you are trying to do that online,you need support, you need a little hand holding, and we felt thatthe best way for our customers to achieve the desired results through our platform wasif we were able to provide them to a customer support service seven you know. So if we have a toll free number, we have a life chat, we have an email support system, we have separate teams managing each ofthese functions and we encourage our customers any time they have any question, theycan come online, being one of our chat executives and shoot a question.And these things have really helped, you know, facilitate the process, helpedus educate our customers how to get the best out of the system and,in all fairness, it has helped us edge out our competitors because, youknow, we're the only company in the online design space that provides such aservice and, to be honest with you, every one of our customers has praisedus has praised us for our customer service and it's really near hit throughand something that we vouch for. and has this, I mean has thisspend, something that you've implemented since day...

...one? Is this? Is thissomething that you started to put a premium as you realize how important it wasto your customers? Is this also something that you handle internally, or isany of this something that you, you know, companies can outsource? Sothis is something, you know, which we started out from the very firstday, and this has been free. I mean we don't charge something somethinglike this to our customers because we feel this is something very important and,as I would mentioned, you know, this is something which is very vitalfor our business and for our growth. So putting a price tag would towait, but only would have a negative impact on our business, because then, you know, then the metrix comes in when a client probably would optfor it or not. So we have definitely tried to have this, sincethis big nic of our business and everything has been done in house, likein our in our company. So me and we'll rather be actually handed allof it. We have our support agents, we have dedicated teams for every division. We have set out rules for them. We have, you know, sometimes even we go as support agents, which is very funny, you know, because when we do that we actually get a real time feedback fromour customers and we see how they're acting, if they have any of you attheir problems and the information, the feedback which we gather to them beingas a live agents is very valuable and this is something which is like alike a hack for your viewers as well, you know. Yeah, I andI definitely love and appreciate the hands on approach. And to this secondpoint that we're going to be making is, you know, I think it tiesinto this idea of building trust with your clients. What's when your experiencewith that? It's actually been a very integral and vital aspect for us because, being an international company actually based out of India, being Indians as founders, it was an issue for us at the beginning, when we started out, because, you know, we're trying to get hold of customers in UK, US, Australia, all over the world, and trust is something whichis not easily built, especially when you're selling online. So, you know, the life chat and the customer support...

...that we, you know, wereable to give, the service that we were able to provide, the hundredpercent money back guarantee that we offered to every customer with every sale. Theseare the things that really, you know, the hit across. They help thecustomers believe us, believe in our service and obviously, you know,didn't matter if it took thirty minutes or a forty minute call or a anhour long chat with a customer. We made sure that every query was answered, every question was answered, and it was not always about selling your service. You know, customer service is not about upset telling or cross selling or, you know, making a sale. It is about helping your customer,making them feel comfortable, making them feel that they you know, they havebeing taken care of and and I think that is something that, you know, you know, helped us grow a lot because, you know, eachcustomer, each satisfied customer, then goes on to refer for more customers tous, and word of mouth is one of the most integral things for successfor any business, and we feel that, you know, with all the thingsthat we've done, we've really scaled up. Yeah, you know,we've grown a lot with that. Yeah, I don't think it's possible to understatethe impact that quality customer experience can have, certainly when it comes toretention, when it comes to word of math referrals. This next point,I think is going to be particularly interesting, is the idea of the tailormade customersupport being able to to segment your users. You know, do youhave any advice for them, our listeners, on how they're able to sort ofreplicate the success that maybe you've seen and what that even means? Youknow, what does it mean to segment the users so you can provide thistailor made customer support? Yes, you know, because I think the wayI would address this question is that you know with every business that are acertain set of questions, queries or issues or problems that customers have and ifyou're able to, you know, segment your customers based on the queries thatthey are you know you're receiving. I...

...mean in the sense that you know, we know that when a customer has, you know, just made a purchasewith us, there are x number of queries that they have. Sowe've made these templates, what we call the we've created these templates which havethese ready made answers so that no matter which customer agent is there. We'vecreated manuals so they can just simply, you know, look at them andgive the an instant answer to every querry. I'd like to add something here.You know what we have also done, Johnathan? We have, because weunderstand in our life cycle of a customer from on boarding to actually theyfinish and they get the originals, like their design, their different aspects.Like you know, we have trained our sales team, our customer support agents, in such a way during the on boarding process, our agents, theyact as sales representatives, but as soon as the sale has been made,these agents, they become their customer advocates, like one on one in which theyheld them throughout the process, understand the product and during this process,when the life cycle of the customer is ending, we try to upset andthen cross sell our different services, which in turn results into more revenue forus as well. Hmm Yep, yeah, I mean that makes a lot ofsense. And I'm curious, though, as the sales representatives transition into sortof these customer advocates, is there any way that you are able toincentivise maybe your employees to also put a premium on this idea? Of customerssupport. I mean you know, obviously sales is one way in which youknow there's commission based sales structures. Whatever company, you know has employs.How do you then help your employees make that transition, incentivize that transition toone of customers success and not just sales? It's a good question, you know, because ideally, in an ideal world, what you would like yoursales and your support functions to be two different teams and, you know,being carried out by two different managers and...

...you know, taken care of thatthat way. But you know the way we've structured our team and I thinkfrom the very get go we've always emphasized so much on the fact that,you know, customer comes first and then that we want to drive that messagehome. I think it's it's in built into the company. Our come isDNA and every employee you know who's part of this team, he's initially hiredas a customer success advocate. So the incentive is already there for them becausethe way they've been trained is to support, to service the customers, and onlyonce we feel that they are able, they have a product knowledge, they'reable to understand the product completely. Then they're there, they are incentivizedand made to have a transition into a sales representative as well. As wellas incentives are concerned, we have monthly award systems, we have Orly appraisals. So these are the things that, you know, we're were within theteam. There's a healthy competition which is created and you know, we incentivizeour team members to perform better and if we to, we track, actuallywe may, we track how many sales each member has converted from our warmlyto a hotly to a you know, actual transaction, and you know,it's sort of a fun game for for everybody well, and I think thatwe've I think we've had a chance to touch on just about every main pointthat we wanted to get to you during this interview or over own. Isthere anything that you'd like to maybe leave our listeners with any any last pieceof advice or something that they could even take back to their company and shareor implement today after this episode, I like to share a couple of hackswith you. Something that we've implemented in within our systems and we've had greatsuccess with is on the upside, where we take a star rating from everycustomer who uses our service. Right so, for all the customers that give usa four or a five star rating, we instantly show them reference, youknow, a referral page, so...

...they can refer our customers, becausewe know for a fact that, you know, if they're giving us afour or five star, the definitely happy with our customer, our service aproduct, and they the chances for them to recommend us are the highest.At the same time, for every customer who gives us a one star ora two star rating, that rating is instantly emailed to me of our room, as well as the product managers and the quarry is dealt with within aspan of two hours. The customer is even if you have to defend themoney without taking, you know, the product back, the service back,or even if we have to do it again. We don't let unhappy customergo back, and I think that is something that every business should, youknow, make sure that, because it will cost you four times, tentimes more to acquire a new customer and every happy customer is going to getto ten times, ten more customers. So I think never let up UNhappy customer go and you know, these are two small hacks, but they'vereally helped us get more customers and also save the customers if, in anychance we've let them down and they're not being able to they're not happy withUS service. Yeah, yeah, you, you guys are, you know,actually putting your money where your mouth is. So even if it costsyou in the in the short term, you've realized the value of sort ofthat customer retention, you know, having a happy customer, having those referralcustomers. So I think these are these are great lessons, great hacks,revolver own. If any of our listeners are interested in connecting with you guys, you know after today's episode, they want to find out more about today'stopic. They want to find out more about what you have going on atDesign Hill. What's the best way for them to go about doing that?I think the best way would be you can reach it directly through twitter,facebook or you can find all that. It is the show notes post thisthing. And also, I'd like to mention Jonathan about one of our newservice which we have recently launched, is a it's an unlimited graphic design service. It's a monthly service in which your...

...users can subscribe for it and theyget unlimited graphic designs if we can get it done through us, and wewould like to offer free trial through to all of your viewers for that,and they can just simply go on to the side and to the link onyour show notes and they can open for that. Perfect we as we willagain make sure you include those in the show note so any of our listenerscan click it and go directly to this offer, which is very generous ofyou guys. Thank you so much. It was a pleasure having you bothon the show. Thank you for your time and thank you also for yourexpertise today. Thank you so much for having us with you, John Thankyou so much, and Killard, Johnathan, really appreciate it. If you're aBEDB marketer, we want to feature you on sites like the Huffington postsocial media examiner and chief marketer. Every week we send that a question relatedto be to be marketing. We use the responses to those questions to feelthe content we write for really popular websites. So head over the sweet fish mediacomaquestions and sign up today. Thank you so much for listening. Untilnext time,.

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