In the highly technical CPaaS space, there’s a thought that the tech’s impressiveness drives the sale of the product. But even in technical industries, there’s still a human element that exists. People don’t buy CPaaS services from websites in a vacuum. They talk to pre-sales engineers, salespeople, support specialists, and customer success reps. All of these points of contact matter and factor into the product’s perception beyond the functionality of the technology. Even in today’s on-demand, self-service driven world, these person-to-person interactions have great significance. When faced with myriad options for service and solution providers, an organisation’s efforts to provide holistic customer care—on multiple levels—is often a differentiator. “Particularly as it relates to conducting business during the pandemic, a lot of sales and support calls have served as armchair therapy sessions,” explains Mitto VP of Business Development, Evgeniya Pikina.
“People are isolated but still need to talk about the stresses of their job and the impacts we’re all feeling from this drastically different world we’re navigating together. At Mitto we’ve continued to increase the frequency of our customer interactions because we recognise that if there was ever a time to strengthen these relationships—to truly be there for our clients—it’s now”
Maintaining Close Relationships Through Distant Circumstances
One element of Mitto’s focused effort to connect with their customers is to provide extreme transparency and visibility of performance during quarterly business reviews. Structured to be two-way forums for proactive discussion, those reviews serve as the perfect opportunity to give clients an uninterrupted block of time to have a healthy conversation about their needs, priorities, and goals. These deep dives inform how Mitto can provide the best possible service catered to each client. “We highly encourage our account managers to leverage these opportunities to connect with their clients – to give them a chance to be heard,” says Pikina. “One of our KPIs is to glean actionable feedback from these sessions – and it doesn’t need to directly relate to our management of their A2P communications. We want our customers to know that we truly care about them and that we’re not just out to make a quick buck. By listening and investing time in the relationship we are able to uncover additional value we can provide, beyond even our core solutions—beyond what is most profitable for us directly. Ultimately, we are there to help make them successful.”
Interjecting Humanity in CPaaS
Mitto has invested in curating an outstanding customer experience, which has resulted in a client base satisfied with their solutions and with their people. As Waybe Tang, Purchasing Manager at 300M user social network YY, recently said of his experience with the organisation,
“Our Mitto account team has been great. They provide highly professional service with enthusiastic attitudes. Working with these individuals has deepened our understanding of the SMS industry”
“What’s important to us when we’re looking at our solutions is that we provide the best SMS quality at the most optimised cost for our customers, anywhere in the world,” explains Pikina. “We’re able to do this because of the relationships we’ve built and nurtured throughout the A2P messaging ecosystem – with carriers, wholesalers, platform providers, and of course the brands directly. Every connection is integral to our business and the more we invest in this, the more successful we are. We want to be the leaders in our space for both the products we offer and the people who offer them.”
