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Infaprim: with the help of Usedesk, we create brand loyalty on social networks and in marketplaces

The company works only through distributors, so why does it need a support service? After all, that's the seller's job. But the company decided otherwise—with the help of the support service, they created a powerful community around the brand on social networks and successfully promoted their products on marketplaces without spending on advertising.
Infaprim: with the help of Usedesk, we create brand loyalty on social networks and in marketplaces
The company works only through distributors, so why does it need a support service? After all, that's the seller's job. But the company decided otherwise — with the help of the support service, they created a powerful community around the brand on social networks and successfully promoted their products on marketplaces without spending on advertising.
Production and sale of baby food
Instagram, Telegram, website chat, hotline and Youscan
Clients
Industry
Text communication
Young mothers with children under three years old, pregnant and lactating women
Tickets per month
3500
About the project
People in the support team
Head, four employees, SMM manager and quality specialist
Infaprim produces baby food, specialized formulas for mothers and complementary foods for babies and sells them only through distributors. But this does not stop the company from working directly with end users. To increase customer loyalty on social networks and marketplaces, the company has formed a support service from doctors.
Prior to Usedesk, the helpdesk used three unrelated services:
•A solution for processing comments on social networks and their website,
•Mango-telephony for receiving calls to the hotline,
•and Youscan to collect reviews and mentions on the internet.

The reports that employees had to manually compile every day in Excel were uninformative and not suitable for making business decisions. There was no history of tickets, no way to track which questions were asked most often, or find the right application. It was impossible to track the load on specialists. It is not clear how much each worked and how many calls came in on their shift. Messages were lost, employees delayed responding and only negative comments were answered on marketplaces because it was inconvenient to process reviews in Youscan. The company assumed that support was lame, but could not see the big picture and assess the extent of the problem.
After
About the company
Before
✓ No lost tickets

✓ High processing speed

✓ Uniform workload for employees

✓ Automatic generation of reports

✓ High rating on marketplaces

✓ High percentage of engagement on social networks

✓ Convenient database of bloggers for cooperation

✓ Detailed reports for making management decisions in seven key areas
126
reviews per day
processed by one support agent
9,5
minutes — average response time to comments and reviews on social networks and marketplaces
3 times
increased number of reviews on marketplaces annually, company handles it without increasing staff

In short

To popularize the product, we created a remote support service and gave them the tools to work
Distributors sell our mum and baby formulas and clinical nutrition products online, in retail stores and on marketplaces. That is, there are at least two links between us and consumers. Therefore, we initially decided to launch support on social networks, on forums and marketplaces to form a community around the brand.

For about six months we have been choosing the right solution for communicating with consumers. We compared applications using a number of criteria:

  1. Integration with Mango-telephony.
  2. Integration with Youscan.
  3. Processing requests on Instagram and Telegram.
  4. Automation of call processing.
  5. Having a message history.
  6. Visual reporting

Usedesk benefited from a more friendly and intuitive interface for the operator.

Now we have all comments and messages on social networks go immediately to Usedesk in the form of tickets, and reviews and mentions on marketplaces, forums, review sites and in the media are pulled to Usedesk from Youscan and also become tickets. Youscan is a service that collects all reviews on marketplaces and mentions of our brands on the internet. It integrates easily with Usedesk. As a result, all comments, direct messages, reviews and mentions are collected in one place – in Usedesk.
Formed a community around the brand on social networks
Social networks are very popular among young mothers, so we developed the community and promoted brands in this channel. Our goal on social networks is to create a comfortable platform where a young mother can talk about whatever she wants.
According to the consumption pattern, our product is similar to over-the-counter pharmaceuticals. Very often, baby food is recommended by a pediatrician or neonatologist, but mothers usually double-check the information on the internet. They look at reviews, read social networks and check the composition of different manufacturers. Professional support helps us keep the audience from switching to a competitor's product and allows customers to, if necessary, return it.
We started to work out all the mentions on the internet that Youscan collects
We have been working with Youscan for a long time, but before we used it only for research and information gathering.
Gradually, we began to process mentions with a negative tone and reactions to events that were important to us. For example, when a new product comes out, there are usually a lot of questions from consumers about it. But processing messages in Youscan is inconvenient. In fact, it is just a collection system. Therefore, we often did not even get to positive mentions. When we connected Usedesk, we began to quickly process not only negative, but also positive mentions and reviews that Youskan collects.
Increased product loyalty on marketplaces using the Usedesk + Youscan bundle
Many brands have a problem processing reviews on marketplaces because it is not very convenient to do this through the marketplace's standard functionality and it's not available to all suppliers. Usedesk in conjunction with Youscan allows us to quickly process review sites where our products are sold. Since we came to the marketplaces and started processing all reviews without exception, the rating on our products has grown significantly.
Saving support staff time by using tags, triggers, auto-responses and a knowledge base
Now our support staff works from 6:00 to 22:00, and during non-working hours, Usedesk sends an auto-reply. By doing this, we solve two problems at once: we give instant feedback so that the consumer knows when to expect a response, and we ask the customer to provide as much detail as possible about the problem in order to allow our support team to process the request and save time.
A pleasant bonus for us is the Usedesk knowledge base for employees, where we now store response templates and all information about the product. Now all this data is in one place and well structured. This speeds up the search for the necessary information and the work of support staff.
Created a database of bloggers for cooperation in Usedesk
Bloggers often approach us on Instagram with a proposal for cooperation. We assign the "blogger" tag to such tickets and the Usedesk trigger automatically changes the SLA of the ticket and assigns it to the SMM manager. We immediately add all the bloggers we start working with to the Usedesk database. In fact, we have built and constantly updated the database of bloggers in a convenient format and with a history of correspondence.
We make management decisions based on Usedesk reports
We can leave our notes and tags in the Usedesk ticket. Using tags, we group all messages by region, brand and type of message. Then we upload reports on all these tags from Usedesk and get deep analytics, which helps when making decisions:
1. Promptly identify reputational risks.
2. Build a content plan.
3. Strengthen or disable support channels.
Read the full version (15 min)

To popularize the brand, we created a remote support service and provided the tools to work

We are manufacturers and work through distributors. They sell our formula for moms and babies and clinical nutrition products in retail chains, stores and marketplaces. That is, there are at least two links between us and consumers. Therefore, we initially thought of support as an image story and used it to form a community around the brand. Over time, it turned out that support is not only an image, but also a way to work out objections and a way to help solve a problem without an intermediary with the manufacturer. This is important for the modern consumer and always reflects well on the brand image.

Most of our support is on social media and marketplaces. We also process tickets through the form on the website, forums for young mothers, feedback and calls to the hotline, but they make up no more than five percent of all tickets. No one else works with the end client in the baby food market like this. Everyone has a hotline, someone has a chat on their site, but none of the key market players process customer requests and feedback as quickly and on as large of a scale.

Now we have all comments and messages on social networks go immediately to Usedesk in the form of tickets, and reviews and mentions on marketplaces, forums, review sites and in the media are pulled to Usedesk from Youscan, which are also turned into tickets. Youscan is a service that collects all reviews on marketplaces and mentions of our brands on the internet. It integrates easily with Usedesk. As a result, all comments, direct messages, reviews and mentions about us are collected in one place — Usedesk.

Before Usedesk, we used several solutions, but they were more focused on sales sites: there are no tickets, comments, you can't assign requests to those responsible and track them. Also, they were not integrated with Youscan. At some point, it became clear that this simple system was not enough for us.

We have been looking for a new service for about six months because this is an important decision for us, not even in terms of the cost of the service itself, but because of the need to transfer the entire service to a new workflow, set up the system and train personnel. We compared applicants according to a number of criteria:
  • Integration with Mango-telephony. So that our employees working remotely can answer calls to the hotline, we connected a virtual PBX from Mango. It was important for us that all calls get to the helpdesk in the form of tickets. At this point, we have weeded out quite a few solutions because not many services can provide an easy transition between the helpdesk and Mango. Usedesk, on the other hand, integrates easily with Mango and not only creates a ticket for each call, but also stores a link to an audio recording in it, which you can listen to at any time.

  • Integration with Youscan. We are used to working with Youscan as a mention collection service, but before, we had no support solution that would integrate with it. Therefore, it was important for us that the new system pull up reviews and mentions from Youscan in the form of tickets that can be tagged, commented on and for which you can assign a person responsible – manually or by triggers.

  • Processing tickets on Instagram and Telegram. For us, these are two important developing channels, so the new solution had to generate tickets for Telegram and comments and private messages on Instagram.

  • Automation of call processing. We needed to prioritize and automate certain actions: auto-messages, auto-assignment by triggers and auto-close. Such automation significantly reduces the load on support staff and speeds up their work.

  • Message history. In the previous solution, it was almost impossible to find the necessary correspondence. We could not fully evaluate the work of the operators and understand what customers ask about most often. As a result, we could not apply analytics to solve marketing and business problems.

  • Visual reporting. Previously, operators had to manually create reports in Excel. Plus, we needed call segmentation, which we set up in Usedesk through tags and triggers. This made it possible to obtain the most detailed analytics and make business decisions based on them.

We selected Usedesk and another helpdesk system and thoroughly tested both services. Usedesk benefited from a friendlier and more intuitive interface for the operator.

Formed a community around the brand in social networks

Social networks are very popular among young mothers, so we develop the community and promote brands in this channel: Nutrilak, Vinny, Procereals and NutriMa. There is no pressure, condemnation, criticism or lectures in our community. We have very loyal communities on social networks, where we block all judgmental and toxic comments.
We try to keep our communities as active as possible, so we respond to most of the comments with support and process all messages directly. Of course, 80 percent of the questions are not about the company's brand or products, but on more general topics: the health of mother and baby, children's toys and even conflicts in the family. But we answer, comment and support almost every one of them. Of course, we do not provide medical advice, despite the fact that our entire support team consists of employees with medical education.
Here we act as experts in baby nutrition and, if the issue is related to health, we recommend visiting a doctor.

Thanks to Usedesk, we have begun to expand support to those mothers who know about the brand, but have not yet tried our products. According to the consumption model, our product is similar to over-the-counter pharmaceuticals. These are breast milk substitutes and infant formulas that are usually recommended by a pediatrician or neonatologist. But modern mothers always double-check information on the internet. They read reviews and social networks and check the composition of baby food from different manufacturers. The helpdesk helps answer consumer questions, giving the audience the added value of interacting with the brand, and the help and support that every new mother needs.
To increase activity in our communities, we, like most brands, hold contests and promotions on social networks, and Usedesk also helps us here. Hundreds of responses to contests turn into tickets and put a heavy load on support, so we created the "competitions" tag in Usedesk, and all tickets that support employees mark with this tag automatically go to SMM specialists. This removes the unnecessary burden from our support.
Общее количество тегов
Our SMM specialists see the responses to contests and respond to them directly from Usedesk, without going to the post with the contest
We see that organizing the support service correctly greatly affects the involvement on social networks. As we reply to each comment, the overall engagement per account goes up, even if we don't take into account the comments of our employees. People see that we care about our customers, that their opinion is interesting and important to us. This increases brand loyalty and creates a strong community of brand adherents around it. And the growth of engagement affects the smart feed algorithms and our posts are seen by a larger percentage of the audience. We get more coverage without additional investment in advertising.

We started to work out all the mentions on the internet that Youscan collects

We have been working with Youscan for a long time, but before we used it only for research and information gathering. Gradually, we began to process mentions with a negative tone and reactions to events that were important to us. For example, when a new product comes out, there are usually a lot of questions from consumers about it. But processing messages in Youscan is inconvenient. In fact, it is just a collection system. Therefore, staff did not even get to positive mentions. When we connected Usedesk, we began to quickly process not only negative, but also positive mentions and reviews that Youscan collects.

Let's say a mother writes: "We ate Nutrilak, but suddenly the baby started having problems with digestion. What it can be connected with? Maybe I should change the mixture?" We come to such a mention and, from the position of baby food experts on behalf of the brand, we explain that this is most often not due to the mixture, but to the immaturity of the child's gastrointestinal system, and in such a situation, it is worth contacting a pediatrician.
Even on the forums, support responds to customers almost daily – this is how the forum participants see the dialogue
And this is how communication on the same forum looks for support staff. They don't have to switch between windows and follow social networks, they just take tickets in turn. As a result, not a single request is left without attention, and the entire history of correspondence is stored in Usedesk, which can be viewed and analyzed at any time.
Learn more about Usedesk and Youscan integration
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Increased product loyalty on marketplaces using the Usedesk + Youscan bundle

Many brands are faced with the problem of processing reviews on marketplaces. It is not very convenient to do this through the standard marketplace functionality and it's not available to all suppliers. Usedesk in conjunction with Youscan allows us to quickly process requests in the priority sales channel.

At first, we started to process only negative reviews on marketplaces, and after using Usedesk, all without exception. Now there are so many requests in marketplaces that we even assigned a separate specialist for this channel. Marketplaces are where consumers make their buying decisions, so even if the reviews are positive, they are still worth responding to – just to say thank you. When customers feel cared for, their loyalty to the brand grows.

Usedesk in conjunction with Youscan allows us to quickly process review sites where our products are sold. When we didn't have Usedesk, we just went to Youscan and looked through the mentions and reviews without the ability to structure and analyze them. Now, for each review in Usedesk, a ticket is created, which gets into the general queue. This makes it much easier to process reviews, and the entire history is stored in one place.
We have a 24-hour SLA for marketplaces, but support usually responds the same day. We have a fairly large set of templates for both positive and negative reviews. And, of course, we do not miss the opportunity to invite the buyer to our VKontakte community or give our hotline number, if possible
Since we started processing all reviews on marketplaces, the rating of our products on these sites has grown. We see that buyers respond well to our answers and the card rating is growing. In addition, responding to reviews helps us remove negative feedback that is not related to our product. For example, a negative review appears due to a crumpled box. We answer that this happened through no fault of ours and we will contact the seller and focus on better delivery. Naturally, this inspires trust from the audience and reduces the number of negative responses in the future.

Took the load off support staff using tags, triggers, auto-responses and a knowledge base

Now our support staff works from 6:00 to 22:00, and during non-working hours, Usedesk sends an auto-reply. By doing this, we solve two problems at once: we form a time expectation among consumers and ask them to give as much detail as possible about the problem in order to make it easier for our support staff to process the request and save time.

When the customers understands that we will not respond immediately, this is not annoying because we have set deadlines and warned them about non-working hours. Often mothers in such a situation write details in advance and even send photos. Of course, we never make diagnoses, we warn immediately that in some situations we will not be able to help, and we advise them to consult a doctor.
Общее количество тегов
Setting up triggers in Usedesk is built on the principle of a constructor and is intuitive. For example, this is how setting up triggers for auto-reply looks
A pleasant bonus for us is the Usedesk knowledge base for employees, where we now store response templates and all information about the product. Now all this data is in one place and well structured. This speeds up the search for the necessary information, and hence the work of support staff.
Общее количество тегов
This is how our knowledge base looks in Usedesk

Created a database of bloggers for cooperation in Usedesk

Bloggers often write to us on Instagram with a proposal for cooperation. We assign the "blogger" tag to such tickets and the Usedesk trigger automatically changes the SLA of the ticket and assigns it to the SMM manager. We immediately add all the bloggers we start working with to the Usedesk database. In fact, we have built and constantly updated the database of bloggers with a history of cooperation in a convenient format.

We make management decisions based on Usedesk reports

In the Usedesk ticket, we can leave our notes and tags. With the help of tags, we segment all messages into groups. Then, using these tags, we can download a report from Usedesk and get the necessary analytics.

The information from the reports shows how effective the current tagging system is. For example, we see that in a month, five calls come to category "A." Then we simply combine it with another category. And if we see that we have a lot of messages per day that fall into the "other" category, then we analyze them and highlight new categories. This is necessary to make various management decisions, for example:

1. Promptly identify reputational risks. Negative appeals allow you to quickly identify the problem and neutralize it in time.

2. Form a content plan. With the help of ticket analysis, we form and adjust the content plan. For example, if we see that we have a lot of tickets related to a certain topic, then we prepare content on this topic.

3. Strengthen or disable support channels. We look at reports by channel and, based on this information, we can make decisions about the development or deactivation of certain support channels.
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