How we interpret Customer Success

Nobody can deny Farm Boy, a local Ontario grocery store, of its food’s freshness and the quality. It’s my favorite place to shop with plenty of varieties for all occasions, and they’ve always got something for when I can’t come up with a dinner idea; daily fresh made soups, sandwiches, duo or trio ready-to-go meals. The bakery has all types of breads, the butchery section is filled with marinated shish kebabs, tasty sausages, and other delicious meaty foods. When holidays come, they even offer family meal kits. Farm Boy is more than a grocery store to me. It provides me with meals-on-the-go that are healthier and higher quality than what you might get at many restaurants. By now, you should be getting an idea of what kind of the store Farm Boy is. But it goes even further. One day I was there looking for ground pork. Although I had seen Farm Boy selling ground pork before, it wasn’t something that they sold every day. That day, they didn’t happen to be selling any. Tough luck. Not expecting anything, I decided to ask a staff member beside me who was placing meat packages on a shelf. To my pleasant surprise, she said, “We don’t have any today, but I can ground what you’ve selected while you finish your shopping. Just come back in 5 minutes”.

COVID-19 has changed the way we live dramatically. Churches having to go online overnight, 80 year old parents learning how to use Zoom to connect with their families, businesses switching to a completely remote workplace. Our lives are all becoming digital. Customer support especially. These days, a large portion of customer support services are automated through the use of AI chatbots and answering machines. Sometimes I feel like I’ve won a lottery when I call a hotline and have a human answering on the other end of the line. Automation is great for the service providers employing them, but what about for the customers? Is it better to give our customers a “take it or leave it” attitude that often comes with automated support? Or should we tune-in to their problems? Although many Software-as-a-Service (SaaS) providers may see it as costly and inconvenient to provide personal support to customers, at Signority, we believe that it’s a key component to Customer Success.   

When a customer stumbles upon a problem, it’s important to clear their questions as soon as possible, regardless of the size of the customer. That’s why, when you contact Signority’s customer support, whether you need help finishing an online contract signing process, or have questions about how to set up an electronic signature, you will have a real human answering the line. 

Our support response times are posted on our website, but we have been delivering support much faster and aim to continue to do so in the future. We also believe in listening to our customers. Customer requests are directly handed off to the product development cycle. Our product roadmap is based on our customers’ needs. 

This is how we operate at Signority; personally connecting with our clients to ensure their success. After all, there is no better reward for a company than loyal customers who are successful.

Jane He, CEO

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