Creating robust digital channels for an efficient, white glove service

Listed by Forbes in the Fintech 50 2023, Carta is a pioneering technology company that specializes in equity management – a complex topic that requires frequent, high-touch customer support.

A few years ago, Carta’s growth and breadth of products rapidly expanded, two key problems surfaced impacting the Support team’s ability to scale.

1. Customers didn’t have a means of self-help other than searching a knowledge base,

2. Due to the complex nature of equity and Carta’s growing breadth of features, the chat support channel consistently had the highest handle time and lowest average CSAT across all support channels. As a result, Carta temporarily shut down chat until they could address the root cause of the problem.

Results

Solution

To address these issues, Carta implemented a three-fold strategy:

1. Develop outstanding educators among their support staff by giving them collaboration tools to educate clients on-screen, in real-time.

2. Empower Support Analysts to proactively identify and resolve adjacent issues, while resolving the primary issue. The goal being to improve customer happiness by avoiding the need to contact support beyond the first inquiry.

3. Automate a majority of inquiries by implementing a robust self-help workflow.

Carta implemented PIN-based Co-Browsing as well as Live Chat and Embedded Co-Browsing to help Carta’s Support Analysts guide clients through the Carta application with visual support.

By empowering Support Analysts to educate their clients on using the service, Carta is aiming to see a notable reduction in the number of clients who return with queries at a later stage.

Centralized customer data with Unblu and Salesforce integration

Unblu and Salesforce integration allows Carta to capture relevant conversation metadata (call duration, etc.) Using this, Carta can build detailed analytics on the company’s client service performance.

Keeping track of client preferences

Carta conducted a customer survey to better understand the value generated from new channels and means of collaboration, including Live Chat, Voice, and Video & Voice.