“Today no request gets lost”: How to once and for all organize all your communication channels with clients

Different communication channels
< 5 minutes
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Overview: Yarin Shahaf is an Israeli make-up school, based in Tel Aviv.
Challenge: Provide timely responses to a growing number of customer service requests.

If your organization provides services on several platforms and you feel that you’re getting lost between all of the requests and can’t keep track – you should read this story.

Matan Ben Simhon is the GM of the “Yarin Shahaf” beauty school. The school was founded in 1986 and offers professional beauty courses alongside operating an online store for beauty products that makes home deliveries for customers.

As you can probably imagine, a business like this manages a diverse array of communication channels with customers – WhatsApp, YouTube, which is considered especially active, Facebook, Instagram, Email, Telephone, etc. “Until recently, we simply had people whose job was to repetitively enter each of these channels, read all of the messages or comments, and reply to them,” explains Matan. “It is not uncommon that the person who manages the Facebook profile, for example, doesn’t know how to answer a question and needs to ask someone else – which delays the handling of the request, of course.”

The team at Yarin Shahafunderstood that customer service was struggling to provide quick, efficient, and focused replies to the numerous requests that became even more numerous over time. This was the main challenge that led them to reach out to Adelante to implement Zendesk’s service, which centralizes all communication from all channels – to one simple and user-friendly system, among other things.

“People are surprised that we reply within five minutes on YouTube.”

The customer service department at Yarin Shahaf comprises 15 employees that provide service to customers on various platforms. Matan tells us that after switching to Zentech, the employees could, for the first time, dramatically improve their response time and quality of their response.

He believes that the significant advantage here lies not only in the fact that the system centralizes all messages in one place – but rather lies in the ability to assign tickets to the relevant employees from within the system. “Suppose a customer comments on a YouTube video of ours, saying that they want to learn how to do what they saw on the video, for example. The person answering the comments simply sends their information to the CRM system as a ticket which becomes a sales lead.”

Additionally, suppose a company employee doesn’t know how to answer a question. In that case, they can assign a ticket to a person who does – this significantly improves the efficiency of handling requests and ensures no question or request “falls between the cracks.”

“In the past, it could take a whole day and sometimes even two or three before we would respond to some of the communications on platforms with fewer relevant communication like YouTube,” Matan explains. “Today, requests don’t get lost, and better yet – people are occasionally surprised that we answer their comments on YouTube videos within five minutes – in a reasoned and exact fashion.”

Internal organizational communications improved as well.

As a manager of employees for many years, Matan knows that people, especially long-time employees, dislike change. Even so, Matan believes there is one thing that might improve their dealing with the implementing of new systems – and that’s speed.

“Implementing Zendesk at our company happened very quickly thanks to Adelante’s support. That aided the project’s success and operation in a short time. From the moment we decided to switch to Zendesk, Tamir did an in-depth analysis to understand our needs and execute a quick implementation of the organizational system. I recall shutting down the old system in one day. At first, people were against this and disliked the change, but I believe that the speed of execution helped them adapt quicker.”

Matan adds that “Even inter-organization communication improved significantly in this period. For example, if someone asks what camera was used in a YouTube video in the past, I would have to contact the photographer and explain which video I was talking about, hoping he would remember. Today I can easily assign him a ticket so that he can reply, and if he doesn’t – I’ll know.”

In general, Matan believes that his improved ability as a manager to review the customer service team’s performance is the real great benefit of the system. “If in the past I didn’t even know what representatives were replying to people on WhatsApp for example, today I can see their response history, manner of answering, and give them feedback – things I couldn’t do in the past.”

Why choose professional support?

Matan sees himself as a person with a comprehensive technological understanding and could have implemented Zendesk in the company by himself. Nonetheless, he decided to partner with Adelante for this task for one apparent reason. “In the end, in every process we do – we know only as much as we know. Sometimes, precisely when someone looks at these processes objectively from outside, it is easier for them to understand how we can improve our work.”

“For those who think big, who think about how to run their business more efficiently – I believe there could be no better time for a such a move. I think that Zendesk is a system that provides a good solution for organizations that want to grow, and I am delighted that I did it at this time,” Matan summarized.

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