Signs.com Builds Loyalty with Focus on Customer Care
Do a web search for custom signage, and you’ll find a multitude of businesses from which to choose. Needless to say, it’s an industry where separating oneself from the pack can be a difficult proposition.
Since its inception in 2012, the management team behind Signs.com has believed an unparalleled level of customer service is a big part of the answer. From the beginning the company has guaranteed 100% satisfaction to its customers, many of them individuals and small businesses.
By 2015, the Salt Lake City-based organization decided to take things a step further. Internally, the team posed a central question: “If we had the best customer experience in the world, what would we do?”
The answer to that question was creating a new mindset that put the customer experience front and center. In order to help make that happen, the customer service department was renamed the “customer experience department.” Instead of focusing on individual interactions, the staff would focus on the entire consumer relationship.
Shortly thereafter, the company hired Madison Page, its first Customer Experience Officer, to oversee the department and make that transformation a reality.
A Recipe for Success
Among the new key decisions was opting to use live agents for its customer interactions, rather than following the trend for automated solutions. That approach made it easier to provide consumers with the level of service they sought.
To maintain a customer-first philosophy, the company has also formulated four habits for success that its team tries to uphold:
“Nothing is worse for our customers than going through a hard, cumbersome process to order signs,” says Page. “The customer experience department tries to make things as simple as possible so customers want to keep coming back.”
One of the team’s priorities is consistently providing accurate, useful information. Representatives logged more than 50 hours of training in 2016, even learning about graphic design so they can aid clients on the fly with basic design issues.
Page has helped Signs.com achieve a company-wide chat response time of less than 10 seconds and an email response time of about 2.5 hours. That’s more than seven times faster than the industry average.
“Part of giving clients a great Signs.com experience includes being kind and friendly no matter what outlet you’re using,” Page explains.
One of the keys to staying upbeat is maintaining a close-knit team that doesn’t take itself too seriously. After weekly meetings, for example, staffers can be found playing games like trying to eat donuts from a string or playing a fierce game of Spoons. The group even has gold and silver medals that get handed to the winner.
High Customer Satisfaction
The result of that emphasis on the consumer experience has led to overwhelmingly positive feedback on social media that helps attract even more customers. Of the 27,000 reviews it tallied as of December 2016, the average reviewer gave the company a 4.7 out of 5.
The company’s philosophy reflects a growing body of research suggesting that better customer care leads to increased loyalty, thereby lowering the cost of customer acquisition. For example, the research firm Access Development found that as many as 79% of customers would shop elsewhere within a week of receiving subpar customer service.
At Signs.com, a consumer-centric strategy has clearly helped fuel the company’s rapid growth. Last year, Signs.com earned the No. 6 spot on the Utah Venture Entrepreneur Forum’s list of the top 25 companies in the state under five years old.
In February, the company added to its plaudits by grabbing the Gold Stevie® Award for “Customer Service Department of the Year” in the 2017 Stevie Awards for Sales & Customer Service. In addition, Page received a Silver Stevie for “Contact Center Manager of the Year.”
“It is so nice to win, but it reminds and motivates us to keep innovating, helping and serving our customers,” Page says.