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VP Tushar Makhija: Customers will not help you make money

Tushar Makhija is vice president of revenue at

In this exclusive interview, Makhija emphasizes the importance of establishing effective ways to connect with customers.

 Helpshift VP of
Revenue Tushar Makhija

Helpshift VP of
Tushar Makhija

CRM Buyer: Why is in-app support important for good customer service and CRM?

Tushar Makhija:

This is the experience. As services become more and more mobile, the service must also be mobile. If you look at customer service in the last 10 to 15 years, first and foremost, it was about average processing time. If you grew up quickly as a business, you had to form a call center.

The next five to six years were about self-service, so the technology started to grow. Today, there is no time for resolution or manipulation time. Everything revolves around the time to heal. That is to say, how fast can you identify the problem and prevent it from becoming a big problem?

You need a fully integrated system, and you need to make sure that the problems do not spread. New systems must be integrated, predictive and proactive, to alleviate the problem before it develops. That's why integrated support is more important.

CRM Buyer: What makes mobile support effective in the application?

Makhija: Technology must have the ability to collect relevant contextual information so that businesses can make more informed decisions. If you are about to make a purchase and the checkout does not work, there should be something that says, "Here's an article to help see if you can find a cure."

If this is not helpful, there should be other options. The first step is to listen to the signals. The next part is, if you sign in with an agent, this agent has a 360-degree view of the client so that they solve the problem immediately. The resolution speed will be metric # 1.

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CRM Buyer: What does it mean for customer support to be proactive, and why is proactivity important?

Makhija: For starters, many of the entry barriers for creating a successful business have been removed. Now, it 's not about having the biggest store, but having the most beautiful app – and knowing how to offer you the mobile experience in the app.

Proactive customer service will result in happier customers and retention. From the business point of view, the cost of acquiring a mobile client is very high and if you buy it, you have to keep it.

Then there must be a good experience in the mobile application and in customer service. In case of violation of the experience in the application, the support team is ready to help you. That's why being proactive is important. You integrate help in this experience. You say, "It looks like there is a problem. How can we help? & # 39; This will alleviate the problem before it becomes a big problem.

CRM Buyer: How can this type of support be particularly effective in the gaming industry?

Makhija: The mobile game was the early adopter on mobile. He also created a new economy where you could bring a creative product to market and suddenly acquire millions of users. With these millions of users came this unique problem that all these players are not going to help you make money.

I can play a game for a lifetime and not spend a dollar in the game. A small percentage of players actually pay for in-app purchases, and you want to make sure you offer the best service to those customers. , your VIPs – but there is a good chance that in an appropriate environment, you can push other players into the VIP level.

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There will always be free players, and there will always be the best 1%. What about people in the middle? This is a level of people who could get their free degree. This will happen if they continue to play and get good service.

CRM Buyer: What future for the field of customer service integrated with the application? How does it evolve and change?

Makhija: It's heating up now. I was recently at a conference, and mobile messaging and mobile self-service are number 1 on the radar.
Awareness has increased and companies are interested in it. Everyone is open to using this technology in different ways.

AI will play a big role in making self-service and problem solving more humane. It will become more and more efficient and humanized. I do not see AI making the customer service agent obsolete, but I think it will make the agent more efficient and happier.

The customer service agent will be able to see the entire workflow, and they will not try to solve small problems, but will establish a connection.

Vivian Wagner is a reporter at ECT News Network since 2008. His main areas of intervention are technology, business, CRM, e-commerce, privacy, security, arts, culture and diversity. She has extensive experience in the fields of business and technology for a variety
outlets, including the Atlantic The Establishment and O, the Oprah Magazine . She holds a PhD in English with a specialization in Modern American Literature and Culture. She received an award from the Ohio Society of Professional Journalists.
Email Vivian.