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Improving Customer Support: Bringing You the Experience You Deserve
Being user-focused is at the heart of every decision we make at Binance. Find out how we’ve improved our customer support experience over the past few months to better serve you and ensure that you can always get reliable, timely support when you need it most.
Earlier this year, we talked openly about our issues scaling customer support to meet the needs of our users. We knew improvements were needed, and we committed to making key short and long term initiatives to improve user experiences for good, including onboarding more dedicated customer support agents, expanding self-service tools and rolling out an upgraded online chat system to solve user inquiries where possible, while directing other cases to our live agents.
During the past few months, we experienced a ten-fold increase in active user numbers, with a similar uptick in incoming customer support requests, which put additional strain on our customer support team and platform. We raced to identify and address the most glaring issues our users were facing.
To take on the challenge, we overhauled our internal structure, putting some of our strongest leaders and teams on the case to streamline and optimize all processes, including He Yi, Co-Founder of Binance.
As a result, we’ve managed to achieve some notable improvements over the past few months:
First Contact Resolution Rate: Improved by 25% since Jan 1, 2021
Average Support Response Time: Now only 1–2 minutes
Productivity Improvement: Live Agents are 35% more effective
Today, we’ve increased our support capacity and reduced overall turnaround times—but we’re not done yet. We’d like to take this opportunity to share more ways we are working to continuously provide our users a better support experience.
Hiring and Training
Scaling customer support is a complex initiative that involves more than just increasing headcount. At Binance, we see hiring as just the starting point. With our customer support team stretched thin in earlier months, it was evident that we needed to scale—and quickly too. Though headcount wasn’t the only area where we were falling short, customer support hiring was set as a top priority for our recruitment and HR teams.
At the same time, we needed to overhaul our training program to ensure all users receive quality service. In addition, we closely reviewed our organisation hierarchy to ensure teams were logically distributed, with all managers set up for success.
To improve overall training times, we revamped our existing training program and introduced a heavy emphasis on agent specialization. We’ll share more on that later—but by combining these two factors, we were able to vastly decrease training times while increasing agent productivity by 35%.