Evernote exists to make its customers’ lives easier.
From taking notes to sharing ideas, Evernote helps people remember everything and accomplish anything.
The company’s customer-first approach carries over to social media. And with hundreds of millions of users around the globe, social media management tools are a must.
Using Sprout Social, Evernote is able to provide exceptional customer care that builds long-lasting human connection on consumers’ communication channel of choice.
Before Quick Replies, we were going back and forth trying to get information to solve a customer’s problem. Now I can solve the problem with one message.Dorothy Spira
Social Media Content Manager
Combining the best of both worlds
Evernote prides itself on being a warm, inviting brand, according to Senior Social Strategist Melissa Santiago.
“In the tech world a lot of brands can seem uncaring and overly technical,” Santiago said. “At Evernote there’s always a sense of personability, of being human. The voice of the brand is always relatable, and the language used in the application reflects that. It carries through to how we communicate with people on social.”
This has become increasingly important, as social is now the No. 1 channel for addressing customer service issues outside of in-person interactions, and 56% of consumers will unfollow a brand on social if they feel they’ve received poor customer service.
Evernote’s passion for customer care is evident from the top down. Scroll through Twitter and you’re likely to find the company’s CEO personally responding to customers to help answer questions and resolve issues.
This aligns with modern consumers’ hunger for authentic human connection. Data shows 38% of consumers are more likely to research a product or service when the CEO posts about it.
And while Evernote is dedicated to providing the type of approachable, compassionate customer care only humans can deliver, technology still plays an integral role.
As the first-ever company to utilize Sprout Social Chatbots, Evernote knows better than most how valuable automated technology can be for facilitating responsive customer service.
Evernote required a consistent strategy and workflow for when to transition public Twitter conversations to Direct Messages. Chatbots enabled Evernote to guide customers into DMs and prompt the initial, often repetitive task of finding out what the inquiries were about.
When a person visits the company’s dedicated Twitter support handle, @EvernoteHelps, and clicks on the DM button, a Chatbot greets them and triggers various Quick Reply options. With a single tap, the customer selects the reply option that best matches the subject matter of their inquiry. This interaction is routed through Sprout’s Smart Inbox, where the support agent is able to jump into an informed conversation that’s already in progress.
“Before Quick Replies, we were going back and forth trying to get information to solve a customer’s problem,” said Social Media Content Manager Dorothy Spira. “Now I can solve the problem with one message.”
Chatbots enabled Evernote to help more people per agent in less time. After launching Chatbots, the support team saw an 18% decrease in replies sent per conversation. The team’s customer care efforts also resulted in an 80% increase in people helped on Twitter per week compared to other channels.
This is even more remarkable when you consider 92% of Quick Reply users were new to the technology.
There are a lot of options out there, but in my experience Sprout is the best because you can customize what you’re pulling in to your inbox and create multiple inboxes for different teams.Melissa Santiago
Senior Social Strategist
Optimizing service on social
While Chatbots can be used for Twitter and Facebook, the Sprout platform as a whole is designed to streamline customer care regardless of the network.
“I’ve noticed, especially in the last two years, people reaching out to brands on all social channels, not just Twitter, to get technical support and help,” Santiago said. “We don’t want anyone to feel ignored, but giving someone tech support in Instagram is not ideal. We use Sprout to identify those incoming questions and route people to the correct support person.”
Using Sprout’s collaboration tools, Evernote is able to easily turn any social message into an actionable Task and add helpful context by designating a message type or including a note.
“A lot of time customer messages are Direct Messages or in a Private Message forum,” Santiago said. “You can’t link to those messages, so we really rely on Sprout to task them back and forth, and add context to what’s going on.”
While the goal is to ensure each and every customer message is identified and responded to, it’s equally important that Evernote doesn’t fall victim to information overload.
“Some tools are like drinking from a fire hose,” Santiago said. “There are a lot of options out there, but in my experience Sprout is the best because you can customize what you’re pulling in to your inbox and create multiple inboxes for different teams. Not everyone has to see the same view. You can even customize per user, which has been really helpful to us because the things my boss needs to look at as the Global Director are very different from what I need to look at as the Senior Social Strategist.”
I don’t have to open multiple social platforms and click around; I can get everything right there. Push one button, switch from Facebook to Instagram to Twitter, get all the data that I need and create reports for teams very quickly.Melissa Santiago
Senior Social Strategist
Sprout’s Smart Inbox unifies all connected social channels into a single stream for easy monitoring, enabling the team at Evernote to stay alerted to customer messages while also filtering out irrelevant chatter. And thanks to Sprout’s all-in-one platform, businesses can take information from the Smart Inbox and use it to inform future strategy, from publishing and engagement to analytics and social listening.
“One of my favorite things about Sprout is the Smart Inbox,” Santiago said. “I like that I can select out certain things if I’m looking for something specific and kind of drown out the noise. And I love with Sprout how seamless it is to click from the Smart Inbox over to the reporting tab to pull some analytics on a post very quickly. I don’t have to open multiple social platforms and click around; I can get everything right there. Push one button, switch from Facebook to Instagram to Twitter, get all the data that I need and create reports for teams very quickly.”
Sprout’s ease of use makes it simple for Evernote to customize experiences based on the team, whether by job role or location.
Sprout allows us to seamlessly work in one tool toward one goal without having to have a lot of extra communication outside the platform.Melissa Santiago
Senior Social Strategist
“Half our team is based in Austin, including all of our support team,” Santiago said. “Right now Sprout allows us to easily connect with one another, access the same reports or pull different reports. We can all work as a team to tag certain messages so that other teams are aware of what’s going on. Sprout allows us to seamlessly work in one tool toward one goal without having to have a lot of extra communication outside the platform. We’re spending our time working, and not in meetings and not traveling back and forth.”
Keeping care front and center
Evernote also knows customer care shouldn’t just be reactive. Using Sprout’s monitoring tools helps the company discover opportunities to proactively engage with social audiences, as well as keep a finger on the pulse of customer satisfaction.
“Social monitoring can give you the perception of your brand from the outside world,” Santiago said. “Doing focus groups the old way, doing lots of market research, takes a lot of time and costs a lot of money. Social analysis of the perception of your brand is fast, free and easy.”
Social listening takes things a step further, providing brands the opportunity to access publicly available conversations on social networks, websites and online forums to gather insights about their industries, competitors and target markets to generate new product, service and content ideas. A business can track conversations concerning its brand to illuminate consumer attitudes and sentiment drivers, as well as identify marketplace gaps, track share of voice and examine consumer attitudes toward the competition.
“Sprout is very valuable for many reasons,” Santiago said. “I like that we can keep up to date on what’s coming through the inbox of Sprout, what people are saying on our social channels. We can also publish content, we can keep things in the calendar. Then as we read and monitor social we can tag messages and go back for reporting.”
Evernote helps people focus on what matters most to them. With the help of Sprout Social, the company can do the same: Keeping its customers happy.