Swedish streaming giant, Viaplay, ran ads on Google in advance of the epic pay-per-view Floyd Mayweather match, encouraging Nordic fight fans to tune in. The ads included an offer to text Viaplay with any purchasing questions—a support move that had unexpected results.
“Customers who used that link found it extremely easy to get the answers they needed,” said Tomas Yangbyn, head of customer service and digital development at Viaplay. “It also dramatically increased the click-through on that ad.”
Viaplay provides much more than pay-per-view access to boxing and mixed martial arts matches. Launched in 2011, the company offers monthly streaming subscriptions that include everything from children’s shows to Hollywood blockbusters to original content produced by the countries it serves: Sweden, Norway, Denmark, and Finland. It also offers direct rentals so that users can watch videos offline.
Since its customers expect variety and flexibility, Viaplay offers customer support through a wealth of channels—12 in all, including phone, email, web form, chat, SMS messaging, self-service, and a host of social media channels and review sites. The goal is to make it easy for Viaplay customers to get in touch with the company whenever and however it works for them.
Viaplay chose Zendesk early on, in 2012, to manage its customer contacts. By 2018, the company’s email, web, SMS, and live chat channels are all powered by a Zendesk omnichannel solution that includes Zendesk Support, Chat, and Talk. Viaplay also uses Conversocial to manage contacts from Facebook, Twitter, YouTube, Instagram, the iTunes app store, and Google Play.
Despite the complexity of its support organization, totaling more than 90 agents structured into different verticals, the key to Viaplay’s support success is its agents’ ability to act with a disarmingly simple question in mind: Will this make the customer happy?
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