How to build trust with first customers with Keri Byrne

Salesflare is a simply powerful CRM that automates your data to build better relationships and make more sales. A fast, visual and easy-to-use sales machine. Built on happiness with the latest tech, by humans for humans. Salesflare features a visual pipeline, automated tasks, a fully functional mobile app, an email sidebar, email tracking, web tracking, and built-in automation. Salesflare is the most popular CRM on Product Hunt. 

We spoke with Keri Byrne, product evangelist at Salesflare on how to build a relationship with customers by providing great support and educational content.

Let’s start with a generic one how do you get your first customers to trust you?

It’s important to be transparent and friendly. We build trust with our customers by offering them more than just a CRM. We give them genuine sales advice, teach them how to set up their pipeline and offer valuable tools/integrations to help them close deals.

What does good customer service mean to you?

Good customer service to me means showing you care. Following up with customers on issues/feature requests, but also having fun with them. Not just fixing the issues and moving on, but also seeing how they’re doing, and teaching them how to make their experience with the product/service even better.

How does the support function looks like at your organization?

A typical day of support at Salesflare includes one developer and the customer education manager. The customer education manager logs feature requests/issues, helps onboarding, answers sales related questions, and more. Our team of developers rotates daily as Support Hero to help with more technical issues or requests that come up.

There are many things you can measure customer support employees on, but ultimately, there’s one metric that matters most. How do you measure the success of your support efforts?

At Salesflare we don’t believe that one metric matters most. There are many different aspects that, combined, measure the success of our support efforts:

  • from trial conversions,
  • to churn rate,
  • to the number of issues fixed in a sprint as a result of one developer spending a day as the support hero.

What’s the role of self-help support in your support framework?

Our knowledge base and how-to videos play a big role in our support framework. Our customer service chat, Intercom, suggests how-to guides for customers to check out if they ask a question and we don’t have a chance to respond yet. It gives the customers awareness that the knowledge base exists and also helps them learn the software/resolve issues on their own quicker than we can get to them sometimes. Since we’re based in Belgium, we’re live on the chat during normal European working hours, so it’s quite helpful for those times when we’re sleeping but customers in other parts of the world are getting on board.

How to Choose the Right Software for Customer Support

For us, it’s important for our customer support software to integrate with our software development platform, like GitHub for example. A software that integrates with Zapier is very useful. Also, one that the whole team can collaborate on, from sales to development to marketing, etc. In our case, Intercom works perfectly for us.

Writing a knowledge base article is a surprisingly difficult task. How can you keep the language simple and clear? How do you get across the information without making your customers fall asleep?

We always imagine we’re explaining it to our parents, and think of every possible way they could misunderstand it. Plus, GIFs & Emojis of course 👊


I’ve noticed you are using Intercom for your live chat. How do you use it to increase customer onboarding engagement?

We have automated onboarding sequences set up to send users a message at certain points of the onboarding process.

We offer guides on how to use the software better if we notice they are not active in certain areas. Later we teach them how to integrate with other apps, etc. This helps teach them how Salesflare works but isn’t an overwhelming amount of info at once.

Sometimes we send a message like, “Hey, what’s up?” just to check in and see how things are going. It’s way more casual and likely to get a response if people are curious about something at that moment.

One of the best ways to connect with prospects is by using stories from existing customers. Unfortunately, it’s not as simple as saying “could you please provide a testimonial?”  What Makes a Good Testimonial?

Find the customers that are super excited about your product/service. We use GrowthScore to gather our NPS score from customers. The ones who give us a 10 and give really passionate reviews are the ones we feel comfortable to ask, “Hey, want to spread the love even further and give us a review?” Of course, not everyone will do it but the ones that do are really excited about it.

A good testimonial feels and sounds natural, focuses on the details of why it fits that customer’s needs and is posted on the right channels.

“If you want an intuitive, automated, and intelligent sales CRM, I have seen nothing that comes close to Salesflare.”

Colin Lernell, Udacity

What would be number one advice you will give to junior support manager before starting his or her position?

Figure out what the customers mean but aren’t saying. Feature requests and/or complaints can be buried in between the lines. If you can decipher what they’re really trying to say in the context of your product/service, you can learn how to improve faster.

About the author: Keri Byrne, Product Evangelist at Salesflare. who takes care of customer relationships, support, and education.

P.S.: Listen to interview with Jeroen Corhout, CEO at Salesflare on How to build trust with first customers

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