It’s always a challenge to chase after a customers’ ever-changing behavior and expectations. However, shifting business strategy from large-scale brewers to craft brewers as Crosby Hops has done revealed even more obstacles to overcome.
With automation, the customer service department spends less time dealing with order and fulfillment issues and more quality time interfacing with customers.
“Customer service was always challenging for us because of the high turnover and demanding nature of hops orders—a bit of an Achilles heel at times,” said Blake. “What was once a challenged department is now our strength.”
Customer success has skyrocketed, with clients taking to the portal at a breakneck pace. While some customers may still prefer to place orders in a traditional way over the phone, Blake anticipates that the portal will eventually accommodate 75% of Crosby Hops orders.
In the past three months, 40% of sales have come through the portal, with over $3 million in sales invoices paid via the portal. Because many repetitive processes were automated, the Crosby Hops team has been able to operate more lean and efficiently. A typical busy sales season used to necessitate at least five or more managers to complete orders on time…but they did it with only two this year.
“The more we invest wisely and partner with a company like CSG, the more likely we will make this portal industry-leading as it relates to customer experience,” said Blake.
“We have confidence spending those dollars because not only is it great for the customer experience, but it’s also paying off in terms of breaking down some of the inertia that was in our processes.”
COVID has wrought difficult days for organizations, where even the most narrow efficiencies are crucial to the lifeblood of the enterprise. The ability to go-live with a new customer service interface at a time when companies were faced with impossible decisions signaled to Crosby Hops employees to be positive about the future. Unveiling the customer portal reassured staff about better times ahead and boosted morale.
“The ease of use, the efficiencies, the customer adoption…implementing the customer portal was very timely for us,” said Blake. “We’re not where we probably would have been if COVID hadn’t happened. But we’re in a much better spot than we thought we would be. There’s no doubt that the customer portal is part of that success story.”
