Rationalization of customer relations for more than 15,000 companies

What can IT software departments learn from centuries-old manufacturing principles? A lot, as DevFactory proves. Bringing classic manufacturing techniques such as assembly lines, kaizen, kanban and lean manufacturing into the IT world, DevFactory is helping many of the world’s most valuable companies save significantly on costs while delivering high quality experiences.

DevFactory’s portfolio includes companies of all sizes, with clients ranging from small businesses to Fortune 500 and Global 2000 companies. Scale and standardization are at the heart of its business model; 5,000 remote people around the world contribute to the company’s success. “We are the engine that defines and operates the new 100% remote operating model based on standardization and simple, uniform processes. “ says Rahul Subramaniam, CEO of DevFactory. “We’re very inspired by the manufacturing industry, which is all about consistent quality and doing things the same way. “

Resolving customer queries requires the same systematic approach if the support team is to improve over time, and that’s where Zendesk comes in.

A unified customer support platform for better relationships

DevFactory began researching a unified support platform that would allow it to build better relationships with its customers in 2018. Each of the companies it acquired had its own personalized support platforms, and interviews with customers revealed that these platforms were not performing as well as expected. It became evident that DevFactory needed a central customer support solution with consistent processes and metrics.

According to Subramaniam, DevFactory’s goal was to immediately start using standardized processes and best practices, which is why Zendesk is an ideal choice. “As the market leader in customer support, Zendesk had the best practices and models in place that we could use right out of the box,” he says. “We didn’t want to reinvent the wheel, we just wanted to start improving. “

DevFactory and Zendesk have teamed up to quickly and easily implement a platform and customer support team tailored to DevFactory’s needs. Zendesk helped the customer service team identify a set of metrics they could use to measure performance, which were also incorporated into a support dashboard. The metrics have been broken down into weekly, monthly and quarterly metrics, allowing the team to systematically track their performance.

The team consists of three levels of support, ranging from L1 (the most basic) to L3, which sometimes calls on the technical team to help them resolve queries. Using metrics recommended by Zendesk, employees at each of these levels now understand how they can deliver the high-quality service customers expect.

Since then, DevFactory customer support has completely transformed from a ad hoc a highly streamlined and goal-oriented operation. This involves ensuring that the content of its knowledge base is useful for agents and customers. “Previously, our deviation rates were less than ideal because the quality of our knowledge content was below average. Now we have implemented new tools to check the quality of content straight from the source when someone submits an article, ”says Subramaniam. “It helps the support team deliver consistent, high-quality service and have productive conversations with customers quickly. “

Quick, significant and satisfying gains with self-service

In 2019, a series of acquisitions by DevFactory nearly tripled the volume of tickets. To stay on top, the team invested in self-service with the help of Zendesk Guide to encourage customers to help themselves. With a robust help center that covered a wide range of products (90 of them and more), the team’s continued investments in improving their self-service capabilities have paid off with on-time delays. faster resolutions and a 178% increase in Help Center views over two years.

Another testament to DevFactory’s efforts was the fact that the self-service ratio (the ratio of Help Center views to tickets generated) more than doubled from 9: 1 to 20: 1 over the course of from the same period. This means that more people found answers in the Help Center than those who had recorded tickets.

In just five months in 2020, DevFactory’s CSAT score rose from 89.2% to 94.8%. One of the factors that enabled this was the focus on self-service: The investment in self-service was designed to encourage faster resolution times and a better customer experience.

Going forward, DevFactory’s goal is to further streamline and standardize its business model and processes so that it can easily onboard and onboard the support teams of newly acquired companies. This is a major step towards DevFactory’s vision to be an example of how businesses can and should operate. “We try to create an operating model without exception where we make all decisions centrally about operations across our organization,” says Subramaniam. “It gives us economies of scale that we wouldn’t have achieved otherwise.”


Joseph P. Harris