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 with original 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 of content ideas again. Learn more at sweet fish Mediacom. You're listening to the be tob growth show, a podcast dedicated to help you be to be executives achieve 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 Roon are brothers and Co founders of Design Hill. Guys, welcome to the show, fags, Jonathan, looking forward to speaking with you today and chatting ideas and, I'd experiences with you and your audience. Well and and we really appreciate both of you taking time at your schedule. We don't always get to do joint interviews, but when we do, obviously we're going to be tapping into both of your areas of expertise. I know we had gone back and forth with several potential topics for today's episode, but where we landed and where I thought 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 this idea that customer service can actually help you edge out big competitors, and I think 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're trying to carve out a niche for yourself, you're trying to take on these these behemoths, you know, and you're looking for ways that you can sort of recapture that edge. So I think our listeners are going to get a lot of value out of today's episode. But before we get into today's topic or who over ruin, maybe you...

...can tell our listeners a little about yourselves 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, over the last four year, past four years we've grown tremendously. We have a fifty 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 marketing efforts, help them grow their business and you know, when they are really excited to be here today to speak with you about our experience, especially with the customer service spot, because it's so true for us because we were a relatively new company when we started off in two thousand and fourteen. We based out 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 for us to reach out to our customers, to convince our customers to use our service and, to be honest with you, the best marketing tool that we really found in terms of gaining customer you know, gaining new clients or retaining 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 that we employed, the different hacks that we use and how, you know, customer service has really helped us achieve the goals and you know, b where we 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 seen at the inception, at the beginning, you know, having to compete with with larger players, and you have...

...seen firsthand that customer service has been away for you to differentiate yourself. So one of the first points, I know that that you guys were going to be making today, is this idea of 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. You know, we are an online platform. Business owners come to US looking for designs. The whole process happens online. You know, we have designers who are, you know, from fifty two, fifty two countries. So it's a process that's ongoing seven. And when the process is going on for twenty seven, then you know, we felt that we need to provide support to our 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 graphic designers or design agencies, but when you are trying to do that online, you need support, you need a little hand holding, and we felt that the best way for our customers to achieve the desired results through our platform was if 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 of these functions and we encourage our customers any time they have any question, they can come online, being one of our chat executives and shoot a question. And these things have really helped, you know, facilitate the process, helped us 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, you know, we're the only company in the online design space that provides such a service and, to be honest with you, every one of our customers has praised us has praised us for our customer service and it's really near hit through and something that we vouch for. and has this, I mean has this spend, something that you've implemented since day...

...one? Is this? Is this something that you started to put a premium as you realize how important it was to your customers? Is this also something that you handle internally, or is any of this something that you, you know, companies can outsource? So this is something, you know, which we started out from the very first day, and this has been free. I mean we don't charge something something like 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 vital for our business and for our growth. So putting a price tag would to wait, but only would have a negative impact on our business, because then, you know, then the metrix comes in when a client probably would opt for it or not. So we have definitely tried to have this, since this big nic of our business and everything has been done in house, like in our in our company. So me and we'll rather be actually handed all of 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 from our customers and we see how they're acting, if they have any of you at their problems and the information, the feedback which we gather to them being as a live agents is very valuable and this is something which is like a like a hack for your viewers as well, you know. Yeah, I and I definitely love and appreciate the hands on approach. And to this second point that we're going to be making is, you know, I think it ties into this idea of building trust with your clients. What's when your experience with 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 which is not easily built, especially when you're selling online. So, you know, the life chat and the customer support...

...that we, you know, were able to give, the service that we were able to provide, the hundred percent money back guarantee that we offered to every customer with every sale. These are the things that really, you know, the hit across. They help the customers 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 an hour 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 have being taken care of and and I think that is something that, you know, you know, helped us grow a lot because, you know, each customer, each satisfied customer, then goes on to refer for more customers to us, and word of mouth is one of the most integral things for success for any business, and we feel that, you know, with all the things that 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 understate the impact that quality customer experience can have, certainly when it comes to retention, 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 customer support being able to to segment your users. You know, do you have any advice for them, our listeners, on how they're able to sort of replicate the success that maybe you've seen and what that even means? You know, what does it mean to segment the users so you can provide this tailor made customer support? Yes, you know, because I think the way I would address this question is that you know with every business that are a certain set of questions, queries or issues or problems that customers have and if you're able to, you know, segment your customers based on the queries that they 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 purchase with us, there are x number of queries that they have. So we've made these templates, what we call the we've created these templates which have these ready made answers so that no matter which customer agent is there. We've created manuals so they can just simply, you know, look at them and give 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 we understand in our life cycle of a customer from on boarding to actually they finish 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, they act 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 they held them throughout the process, understand the product and during this process, when the life cycle of the customer is ending, we try to upset and then cross sell our different services, which in turn results into more revenue for us as well. Hmm Yep, yeah, I mean that makes a lot of sense. And I'm curious, though, as the sales representatives transition into sort of these customer advocates, is there any way that you are able to incentivise maybe your employees to also put a premium on this idea? Of customers support. I mean you know, obviously sales is one way in which you know 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 to one of customers success and not just sales? It's a good question, you know, because ideally, in an ideal world, what you would like your sales 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 that that way. But you know the way we've structured our team and I think from 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 message home. I think it's it's in built into the company. Our come is DNA and every employee you know who's part of this team, he's initially hired as a customer success advocate. So the incentive is already there for them because the way they've been trained is to support, to service the customers, and only once we feel that they are able, they have a product knowledge, they're able to understand the product completely. Then they're there, they are incentivized and made to have a transition into a sales representative as well. As well as incentives are concerned, we have monthly award systems, we have Orly appraisals. So these are the things that, you know, we're were within the team. There's a healthy competition which is created and you know, we incentivize our team members to perform better and if we to, we track, actually we may, we track how many sales each member has converted from our warmly to 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 that we've I think we've had a chance to touch on just about every main point that we wanted to get to you during this interview or over own. Is there anything that you'd like to maybe leave our listeners with any any last piece of advice or something that they could even take back to their company and share or implement today after this episode, I like to share a couple of hacks with you. Something that we've implemented in within our systems and we've had great success with is on the upside, where we take a star rating from every customer who uses our service. Right so, for all the customers that give us a four or a five star rating, we instantly show them reference, you know, a referral page, so...

...they can refer our customers, because we know for a fact that, you know, if they're giving us a four or five star, the definitely happy with our customer, our service a product, 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 or a 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 a span of two hours. The customer is even if you have to defend the money without taking, you know, the product back, the service back, or even if we have to do it again. We don't let unhappy customer go back, and I think that is something that every business should, you know, make sure that, because it will cost you four times, ten times more to acquire a new customer and every happy customer is going to get to ten times, ten more customers. So I think never let up UN happy customer go and you know, these are two small hacks, but they've really helped us get more customers and also save the customers if, in any chance we've let them down and they're not being able to they're not happy with US service. Yeah, yeah, you, you guys are, you know, actually putting your money where your mouth is. So even if it costs you in the in the short term, you've realized the value of sort of that customer retention, you know, having a happy customer, having those referral customers. 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's topic. They want to find out more about what you have going on at Design 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 this thing. And also, I'd like to mention Jonathan about one of our new service 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 they get unlimited graphic designs if we can get it done through us, and we would 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 on your show notes and they can open for that. Perfect we as we will again make sure you include those in the show note so any of our listeners can click it and go directly to this offer, which is very generous of you guys. Thank you so much. It was a pleasure having you both on the show. Thank you for your time and thank you also for your expertise today. Thank you so much for having us with you, John Thank you so much, and Killard, Johnathan, really appreciate it. If you're a BEDB marketer, we want to feature you on sites like the Huffington post social media examiner and chief marketer. Every week we send that a question related to be to be marketing. We use the responses to those questions to feel the content we write for really popular websites. So head over the sweet fish mediacoma questions and sign up today. Thank you so much for listening. Until next time,.

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