Cheap CX talent will leave you poor. Here’s why 👇

Hey there, and welcome back for another bite to chew on

We hope you crushed your to-do list this week and are ready to take 4 minutes and 5 seconds off your busy schedule and chew on a few things with us.

This week, we’re talking about:

- How we built a CX department consisting of 1 person who answers +200 tickets per day, while still giving personalized responses

- Why you need to take off your blinders and look at your website with fresh eyes

- Unconventional Ad tactics that have been crushing for us

Many different things are on the plate today, so let’s just call this a “buffet” newsletter.

(Sorry, we just can’t do a newsletter without firing a bad joke)

Let’s get into it

Why hiring cheap CX talent will leave you poor

We had a MentorPass call with a guy last week who asked us about our CX team structure and whether he should hire overseas talent, in-house, agency, etc.

And the first thing we told him was: “Look - if you hire cheap talent for CX, you’ll end up poor”.

Unfortunately, we had to learn this lesson the hard way.

First of all, there are a few problems with hiring cheap CX talent.

1) Overseas talent for CX is less efficient than domestic CX talent (that’s been our experience, at least)

2) CX is the most direct contact with your customers.

If you give them a bad experience here - it will cost you a lot.

Especially if you think about future retention rate and loss in brand equity (PS: This is the stuff people don’t think about, and thus why they’re bleeding money)

3) You need to have a person who can juggle between A) Having a high level of empathy with the customer and understanding their problems, B) have a ton of patience, and C) work fast and efficient

… and the type of talent that can do this is NOT cheap.

But…

Using a platform like Gorgias, that gives you basically all the information you need about a customer makes the process A LOT easier

Both in regards to speed, but also just the level of personalization that the CX rep can provide.

Instead of jumping back and forth between 15 tabs to find info on the order, customer, contact history, etc - Gorgias allows you to just have everything at hand in ONE tab.

And thus, you can give highly personalized answers - and still do it in a rather fast manner

Now what does personalized answers look like in practice?

It means, being able to see what type of product someone has ordered so we can steer the conversation in that way (for example, weight loss)

It means we can also use this information + their full order history to make recommendations for supplementary products

It also means that if we can see a customer has bought multiple times, we can reward them with something for being a loyal customer

And the only reason why we can give such a personalized experience is because we have ALL the data available at our fingertips.

If we had to jump to a bunch of different tabs to get this info - it would never be possible

The key takeaway from this section?

A) Don’t go cheap when hiring your CX rep

B) Don’t go cheap when choosing a CX platform

Besides that, it also

Holy Sh!t You’re Boring

An exercise we like to do once in a while is going through ALL of our copy on our landing pages, ads, and emails.

… and sometimes that results in us having to take our pride

… throw it out the window

… and say, “Holy Sh!t This Copy Is Boring”.

We do this because sometimes you have this idea of, “Oh, this sounds nice - let me write this”.

OR

You’re like, “I need to get this down on paper right now and get to my 10000 other tasks”.

Either way - sometimes, it’s just not as good as it could be.

This is why it’s important to regularly audit your own copy and put yourself in the reader’s shoes.

Again, we got a ton more to write about copywriting.

But for now - check out this free resource if you want to tear-down your website copy

Stop being a sucker for best practices

Nobody ever made BIG MONEY by following best practices.

Do you know why?

Because EVERYBODY is following best practices.

That’s basically what it means.

It means “What everybody else is doing”.

And OK, sometimes best practices may work.

But sometimes, you also need to test stuff that is against best practices.

For example - we tested this ad last year, which has a spelling mistake in it.

And it absolutely CRUSHED IT.

Now we’re trying to test it again and see if we can get the same result as last time.

This came to mind because, as we were looking for this ad, we got to think.

Why don’t more people think outside of the box and outside of best practices?

Why does everybody focus ONLY on what’s hot on DTC Twitter and not think about trying the opposite of everybody else?

So we just wanted to share that thought with you and tell you that you need to give yourself permission to test seemingly stupid, crazy, and unconventional ideas.

Tool of the week

Given today’s topic, we think it’s appropriate to give a huge shoutout to Gorgias - the leading CX platform for eCommerce brands.

They’ve helped us a lot in implementing everything from automated flows to AI integrations.

AND… most importantly

They’ve helped us give personalized support to as many customers as possible, as fast as possible.

If you want a CX platform that allows you to streamline all your CX operations and build a machine that can answer +200 tickets per day - then you need to check out Gorgias.

Thank you for reading along

Thanks for reading along. As always, we appreciate you and hope to see you again on Sunday.

Take care

All the best

Ron & Ash