Why Intercom makes customer experience the focus of their scaling efforts according to the EMEA Sales Director

Two persons shaking hands representing the Customer Success strategy that Intercom is using while scaling.

Intercom is a reference in the SaaS industry. This status made them learn a lot about scaling their company in a rapidly growing sector. Sitting down with Stan Massueras, the EMEA Sales Director of Intercom, ScaleUp Valley got a taste for how one of the fastest growing customer success technologies scales their business. The key today? Focusing on customer experience.

Building technology has never been easier, scaling is the hard part

In the past was harder to build a SaaS product. You had to build the entire system of your business from scratch. This meant coding a payment system, the means of communicating with your customer, and even ways in which people can search for your brand.

This posed a major challenge that businesses today do not face. According to Massueras, building technology has never been easier. Why? Because of our access to codes that help our business function. This way, we can focus on building a product.

With tools such as Shopify, Typeform, Dropsource, bubble, Webflow, etc. you can find a solution to any part of your development process and instead focus on the quality of your own product and the problem that it solves.

Because of this, building a great product – while important – isn’t the main component of success today. In the words of Brian Halligan, CEO of HubSpot, in 2009 you needed to build a product that was 10x better than the competition. In 2019 you need to provide a customer experience that is 10x better than the competition.

According to Massueras, this is something that Intercom has had a laser focus on over the last two years and throughout their scaling process. So how do they maintain a world-class customer experience?

Acquire, engage, support: how to take a holistic view while improving your customer experience

From acquisition to retention Intercom has multiple touch points, but they group these touch points into three different segments:

  1. Acquisition and presales;
  2. Engagement which includes on-boarding and demonstrating value;
  3. Finally support and retention.

But, and this part is crucial, throughout every step of these three-part process, they are asking themselves: what is the customer experience that we’re delivering here?

By always asking this question, they can identify and develop their multiple touch points within the customer experience that are actually successful in providing value to customers. This could be by email, over the phone, through events or whatever the case may be. But the best way for them to distinguish is by asking this question throughout every point in the journey.

Massueras shared that there are two things they always keep in mind. The first is to always delight the customers because this is what gives you an edge over your competitor. But at the same time, it’s a business with clear KPIs, so the second focus should be on generating profits.

From here, it’s focusing on creating the best customer experience. This will bring back that crucial revenue that puts companies in the position of scaling at a rapid rate.

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