Company: MyFax
Contact: Steve Adams, Vice-President of Marketing
Location: Location: Ottawa, Ontario
Industry: Internet, B2C, B2B
Annual revenue: Confidential
Number of employees: 140
Quick Read:
MyFax is a leading internet-based fax service provider. In a highly competitive field, it has over 200,000 subscribers and competes with online fax services such as eFax, RapidFax, and RingCentral.
MyFax taps into the power of word-of-mouth referrals by consistently improving the customer experience, and it maintains highly personalized customer interactions to ensure long-term customer relationships.
However, as an online company, it faces the issue of how to individually engage customers and provide a meaningful customer experience, especially since nearly 60% of its customers register online—without personal interaction.
The Challenge:
As MyFax's subscriber base grew, so did the likelihood of losing touch with the personal customer-sales approach that the company was founded upon.
"It was fundamentally important to us, no matter how large the subscriber base grew, to make sure that every single customer felt as though they were personally listened to and recognized," said Steve Adams, VP of Marketing at MyFax.
In addition to those who subscribe online, customers are acquired (1) by an internal sales staff that works directly with large corporations and (2) via outside partnerships, according to the company. For example, enterprises that have hundreds of MyFax phone numbers work directly with MyFax sales staff to set up and maintain those accounts.
The company's goal was to ensure that the 60% of customers who subscribed through the online form still enjoyed a one-on-one relationship with the company while respecting their wish to subscribe without being beleaguered by sales people.
"When you have a company where customers can easily sign up for services, it also means they have no human interaction. So our challenge was to go beyond that registration and make certain that our customers know they still count, without burdening them with more information or too much interaction," noted Adams.
The Campaign:
For MyFax, keeping in touch with customers meant ensuring that the customer experience was positive throughout the customer lifecycle, said Adams. The company has continuously revised its customer outreach initiatives to ensure that customer needs are being met, he said.
One challenge of online registration in particular that Adams wanted to monitor was "slow users"—those who sign up for the service but do not start using it immediately. "We look for slow users and pro-actively email and follow up by phone to make sure they understand how to use the system. We want to make sure they are happy with their initial use of the service," said Adams.
