IS YOUR CUSTOMER SERVICE HUMAN ENOUGH?

Fighting it out on price is difficult. Making a genuine connection with customers will bond them to you.

By Jill Krasny

In the fall of 2016, Rahul Vohra was testing a powerful email service called Superhuman. Between meeting potential customers, he would demo his $30-a-month service and spend nearly an hour training buyers. After 200 or so of those one-on-one calls, he began to notice something remarkable: “The retention of customers was high, churn was low, and they were making a lot of referrals,” he says. Today, Superhuman’s onboarding process, condensed to 30 minutes, teaches new users the ropes, including shortcuts to help them achieve inbox zero. It’s key to the Bay Area startup’s popularity. Why would anyone pay for email when they could get it for free? “With Amazon having nailed price and convenience, you need to have resonant customer service,” says David Bell, co-founder of advisory firm Idea Farm Ventures.…

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Inc. (Digital) - 1 Issue, May/June 2020

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