The company Arbox was founded in 2015 by two CrossFitters who identified the dramatic need for designated gym-management software. When Liad Avigal joined the company about three years ago as a customer manager, he saw a substantial challenge in customer service management.
“In the beginning, we provided service via email and managed customer data using Excel documents,” he recalls. “Then we started using a business account on WhatsApp and manage it using the Live Person system.” However, as time passed, Liad realized that the specific service he chose did not match the company’s growing needs.
“When I arrived at the company, we were four employees, but it was clear that we were going to grow drastically and quickly. When we found ourselves servicing more than 700 gyms and dealing with about 2000 customer communications a day, we understood that we needed a service that could better address our needs.”
“The system’s big advantage is the data.”
While using WhatsApp was great, it had several cons for us. Mainly, two fundamental things were missing: integration with email accounts and opening “tickets” (cards) for every communication.
When searching on Google for information about additional WhatsApp business account management, Zendesk, Liad also discovered Adelante’s service, run by Tamir Beshkin.
“I remember consulting with Tamir about what I could do. First, Tamir asked me questions to get to know my business and my needs. Instead of immediately telling me what I needed, he took the time to be sure that he offered me the right product.”
After this in-depth consultation, Tamir advised Liad to start using Zendesk’s service, which then revolutionized the company’s customer service.
“The big advantage of using Zendesk’s system is the data and the ability to make reports via the system, which helps us to understand how well we are doing and what we can improve,” Liad emphasizes. “At the beginning, we had no direction. Numbers were a distant thing to us. We couldn’t even say who contacted us and when – today, with Zendesk, it is a completely different story.”
The most crucial data Liad focused on to improve their customer service is made up of three main factors:
- Evaluation of response quality – “We wanted to understand what was our percentage of single response to tickets – this told us how efficient we are to solve an issue with a single reply. Today we are at 55%, while at the beginning, we didn’t even know this figure which was less than 40%.”
- Satisfaction rating – “We need to know what our customers’ level of satisfaction is. Today we measure this using a dedicated survey, but the response rate is lower than we would like. We are focused on finding additional solutions that will help encourage our customers to respond to the survey and evaluate the quality of our service.”
- The response time – “We would also like to understand how much time passes until the customers receive the first response. Today we are at 14 minutes on average – and we want to improve this figure continuously.
Zendesk’s system was embedded into the company last March, and, since then, Liad says the investment has repaid itself – and then some.
“Before we used the Zendesk’s system, we couldn’t understand what our most common customer service requests were. Once we received this information, we were able to ask our development team to provide technical solutions for our most common requests – which reduced our communication numbers by more than 20%.
In practice, these changes reduced the average amount of requests by about 40-50 every day. “That’s more or less the average amount of support requests an employee responds to a day, so just this change was able to spare us one employee, which is fantastic.”
The COVID-19 pandemic struck many of us, and one of the most affected groups was fitness coaches. “Shortly after implementing the system, on March 15, the gyms were closed, and we immediately started to receive membership cancelation requests and questions about online classes,” Liad recalls. “Using Zendesk helped us quickly make decisions during this time. It also helped us identify the busiest times and the most common customer service requests. Now, we knew how to schedule our team members and which Q&A articles to create for common questions to direct our customers to. During this time, we were forced to furlough employees, but thanks to the data we now had, we knew exactly when we could reemploy them back and make plans in advance.”
Liad believes that choosing Zendesk and Adelante’s service helped him improve customer service quality significantly at the company.
“It just went from 0 to 100. I, as the manager, finally know what goes on in my business, and without Adelante and Tamir, I couldn’t have achieved that. In the end, just as there are people who go to the gym and those who decide to take a personal trainer – we decided that we will be better off with a personal service. Adelante’s individual approach, knowledge, and experience greatly improved our processes. We would have wasted a lot of time and money by not going this route and trying to figure it all out ourselves.”