(WEB HOST INDUSTRY REVIEW) — In an effort to simplify the potentially complex task of building an online presence for the less expert segment of its customer base, hosting provider ServInt (www.servint.com) recently introduced the new customer service program KickStart.
The program includes new online tutorials and walk-through instructions, along with streamlined internal processes, and offers free real-person phone support with a member of the ServInt managed services team.
Customers who register for a ServInt account can now categorize themselves as “needing help,” and a ServInt’s managed services team member will contact them to set up a time to talk over the phone.
Through this interaction, ServInt customers can address their needs and find the answers to any questions they may have, while a member from ServInt’s managed services team walks them through the process from start to finish.
In an interview with the WHIR, ServInt COO Christian Dawson discussed the benefits of the Kickstart Program and why it will help to differentiate ServInt from other web hosting providers.
WHIR: Why did ServInt decide to launch the Kickstart Program?
Christian Dawson: We put it together as a test last month. We were realizing was that even though it was a small percentage, there were people who were falling through the cracks. They would sign up for service and a couple of months later they were asking to cancel their contract and said they never got set up. We put a lot of effort into tutorials and walkthroughs, and when people reach out to us we try our hardest to make sure they have all the tools they need to succeed, and we always have. We give people walkthroughs, we sit on the phone with them and answer every single question they have. But there were some people who weren’t proactively going out there and getting that information, which is a problem because not only were you potentially losing revenue, you were also losing a chance to really “wow” them.
WHIR: For how long has the program been in the works for?
CD: About a month ago we started a program that basically went out there and said, “do you think you’re going to need help getting started? If so check this box and we’ll reach out to you.” We’ll set up a time with a real person who will help assess your needs, address your needs, and do the stuff you just need an expert to do for you.
WHIR: How has the response been so far?
CD: The response has been fantastic. We’ve had a couple people say, “I’ve been bouncing from host to host, and if I could just find a place that isn’t so hard to figure out I could stay. I’ve gone through 10 in the past year.” We’ve had people say, “you’ve finally made it seem easy.” The news [I've had about] how excited customers are to not have to rely only on the walkthroughs, but to be able to have real interactions with smart people, it’s been fantastic.
WHIR: Is ServInt planning to hire more customer service techs to support this program?
CD: We actually already have. Over the past three years we’ve tripled the size of our managed services team. We come from a tech-centric background. In fact, up until a couple years ago we did hardly any advertising at all, at least in the modern era, post-dot com bust. Now we do a little bit of advertising, making sure that in this competitive environment we’ll be seen in the major places that people look for hosting companies. But by and large, we trust that our customers will spread the word about us, and that is our growth strategy. For that, you need a really great tech team. We’ve built a support team that is a first line of defense, meaning that you call up ServInt and on first or second ring a guy who knows how to fix your server is the guy answering the phone. Not someone from a call center, not somebody who doesn’t know what he’s talking about. These are the actual top techs. It’s a [large] investment but it’s worth it.
WHIR: How will the Kickstart Program ultimately help to differentiate ServInt and benefit its customers?
CD: I think this is a very changing marketplace. People talk a lot about how cloud is the next big thing, and it’s true because what cloud is going to bring to this marketplace is this availability of untapped resources, what people want when they want it – it’s a game all of us are going to be playing in the coming years. And technologically it brings great benefit to the hosting provider because cloud technology allows you to beat the cycle of obsolescence. I see cloud technology being our industry’s assembly line – something that’s going to open the floodgates for big business to enter this industry. A lot of companies who are focused only on infrastructure are going to get killed when consolidation comes, and big business attack this industry. The differentiator has got to be service, and basically an ability to hold people’s hands and get them up and running with their business. The technology we’re dealing with is very complex, and personal relationships are what will keep companies like ours relevant.
