Meet Abby - Our CX and CS Specialist

Abby is the CX Lead at Medical Wizard, where she plays a key role in ensuring that customer feedback is used effectively to improve products and services. With a passion for understanding and addressing client needs, Abby collaborates closely with various teams to bridge the gap between customer expectations and product performance. In this Q&A, Abby shares her insights on how she integrates feedback into product improvements, collaborates with other departments, and uses technology to streamline customer support.

How do you ensure that customer feedback is incorporated into product improvements?

Customer feedback is essential to our growth here at Medical Wizard. As part of the CXM team, we are always looking for effective ways to gather and understand client input. Every piece of feedback, big or small, plays a pivotal role in shaping our business.

We collect feedback through multiple channels – surveys, conversations with colleagues and stakeholders, addressing client concerns, and resolving issues. But, it’s not just about gathering feedback; the key is how we integrate it into our daily practices to drive product improvements and enhance the overall customer experience. This not only helps us improve our services but also strengthens the relationship between our clients and the team.

Once we have feedback, we make it actionable. First, we record it accurately in our CRM system, ensuring that future feedback reflects progress and improvements made. Next, we identify recurring themes or pain points, which are often similar across clients.

I’ve spent time immersing myself in the product, not just from a technical perspective, but as an end user. By working closely with the product team, we aim to address as many of these concerns as possible, strengthening trust in our offerings.

What happens when a client reports an issue or a recurring problem?

When a recurring issue arises, we classify it as urgent – high priority. Clients face issues daily, and our product is still evolving. If something we previously resolved reappears, we take immediate action.

Here’s how we approach it:

1. Prioritise the Issue: Mark it as high priority, ensuring it gets the attention it needs.

2. Keep the Client Updated: Maintain clear communication throughout, keeping the client in the loop while we address the problem.

3. Collaborate with Account Managers: Liaise with other account managers to see if other clients are facing similar issues, helping us come up with a collective resolution.

4. Engage the Engineering Team: Work with the engineers, sharing past investigations and unresolved tickets, ensuring the issue is added to the current sprint.

5. QA Testing: Ensure the fix undergoes thorough testing before confirming with the client that their concerns have been addressed.

6. Sprint Reviews: Review changes during sprint retrospectives to ensure everyone, both technical and non-technical teams, is aligned.

What do you do when clients request features that aren't yet available in the system?

‍Clients often have high expectations, and when their needs exceed the current system capabilities, it’s important to understand clearly and document their requests. I would consult Indu, our Head of Product, to assess whether we can add these requests to the backlog for future updates.

If a request is feasible, the team works to set a timeline for its delivery. If not, we make sure the client is informed of the situation and provide them with temporary solutions if possible. It’s all about listening to our clients and making them feel heard, even if their requests can’t be immediately actioned. We’re always advancing, and technology might make these features possible down the line.

‍How do you collaborate with other departments like product development and sales to enhance the customer experience?

‍I always say that account management is key to collaboration across teams. As an Account Manager, we have to work closely with various departments to ensure that client needs are met and expectations exceeded.As a team, we regularly review the CRM to stay on top of project updates, client conversations, and support tickets. We also generate reports to gauge client satisfaction and identify areas that need improvement.

Whenever necessary, as an Account Manager, I meet with senior management, support, product, and/or sales teams to resolve any concerns. We hold regular meetings with the senior management team, and we often work with the product team to review any requests or feedback we receive.

We also send weekly updates to clients, ensuring everything is aligned.One area we believe requires attention is client communication during integration processes. A recent incident highlighted how a lapse in communication can impact client satisfaction. Moving forward, we are pushing for a more structured communication process, involving both the Account Manager and Product Owner to ensure alignment and transparency at every stage of the project.

‍What tools or technologies do you use to streamline customer support and account management tasks?

‍I rely on several tools to stay organised and provide efficient service to our clients:

- Zoho CRM helps me track the client journey and manage communications.

- Zoho Desk and email are my primary channels for client communication.

- For managing tasks and development work, I use Zoho Sprint and Zoho Projects.

- To organise my daily to-do list and pending items, Zoho Sheet comes in handy.

- When dealing with new projects, I often create flowcharts to map out processes before sharing them with the team.

By leveraging these tools, we can streamline our internal processes and ensure clients receive the best possible service.