Resources Articles

Using Chat and Knowledge to Drive Revenue

Kristen Craft | May 10, 2018

Earlier today, we teamed up with ClosedWon, Drift, and Zapier to show off a workflow that makes life easier for support and sales teams. So often, customers pose questions to which we don’t have readily accessible answers. This is a problem: if we take too long to answer, or we answer the question poorly, it increases the likelihood that the customer goes away forever. What if, instead, we could curate excellent answers to these questions, so letting us reply quickly and refine our answers over time? This is exactly the workflow that Chris Handy uses at his agency, ClosedWon; already, it’s saving them time and helping to win new clients.

Crossing the River with Chat

But let’s back up for a moment to dig into the realm of customer questions, and in particular, to the questions that arise in chat. When you’re trying to sell something to a new customer, there’s a metaphorical river you need to cross. The potential customer needs information in order to determine if the product is a good fit. They need this info from you before they can cross the river to become a customer.

On the other side of the river, the company has needs too. Business owners want to learn more about how people buy and what influences that decision. They want to understand what questions come up along the way. The business needs information as well, in order to cross the river and give customers what they need.

This is where chat comes in: chat creates a bridge over that metaphorical river. No need for the customer to poke around the website, looking for answers. No need for the company to sift through support tickets, looking for ideas about the reasons people decide to buy or go to a competitor. Chat also brings humanity back into what has become a fairly mechanized buying process. Chat is a gift, not a burden.

Last, chat aligns with a good buyer experience. You’re answering questions on the customer’s terms, rather than forcing people to adapt to your terms. Dan Murphy, who joined us from Drift, pointed out that the buyer has all the power these days: they can get access to product information, reviews, past customers with the click of a mouse. No longer can we expect them to bend to what’s convenient to the company. Chat makes things convenient for them, which ultimately, drives revenue and growth.

Scaling Yourself with Better Knowledge Management

Like many companies, the team at ClosedWon uses Drift to chat with prospects. Drift lets them better connect with new clients. And yet, potential clients ask the same questions over and over again. Salespeople at ClosedWon found themselves answering the same questions over and over again. Furthermore, because people were answering these questions in a one-off way, people at ClosedWon weren’t able to learn from one another. They couldn’t leverage what they learned from co-workers in order to refine answers over time.

The ClosedWon team realized that they could curate better answers using Tettra. When a prospect or client asks a question, that question belongs in Tettra, so that other team members can tap into that organizational knowledge. Over time, a team might even start to notice trends that foster more sales in the future.

For example, people ask us about Tettra vs Confluence all the time. If we reply in a one-off way, we’re more likely to reply with a basic, top-of-mind differentiator like “Confluence is far more expensive.” If instead, we curate a great answer to this question and house it in Tettra, we can be more thoughtful. We’re more likely to share better info, like the fact that Confluence is more expensive, and has a poor user interface that most people dislike, and it’s not as well integrated with Slack. It would be valuable to feedback to see that more people purchase when we send a detailed, feature-oriented reply. This could help refine our replies when prospects ask about other competitors.

Driving Efficiency with Smarter Workflows

ClosedWon took this a step further by bringing repetitive chat conversations into Tettra. They used Zapier to push Drift conversations directly into Tettra via a tag they named “wiki”. This workflow, (or Zap, as they’re called with Zapier), saves time and makes it easier to curate FAQs and good responses.

This workflow can be further perfected by using Tettra as a hub for supplementary resources. For example, if I create a Tettra page about the differences between our product and Confluence, I can use this page as a hub for other materials like a product specifications one-pager or a case study about what prompted a customer to switch from Confluence to Tettra. Sales and support people now have access to a good answer when asked this question, and they have easy access to supporting materials.

For any founder or growing company, it’s imperative that information flows among teammates and between customers and company. Having easy access to information is one of the best ways to empower employees to make good decisions. By documenting the answers that customers need most, and leveraging smart workflows, ClosedWon has mostly eliminated the one-off tasks that waste time and lose customers.

Try out the Zapier workflow, and tell us what you think!