Case Study: Building the EverSewn Brand During the COVID-19 Pandemic

Background

As the COVID-19 pandemic began, EverSewn, a startup brand of sewing machines, saw a surge in demand from new sewists. I assumed the role of Business Manager, responsible for overseeing product development, customer experience, marketing, and all other brand activities to continue building EverSewn's presence in the market.

Challenge

EverSewn had a small digital footprint compared to other established brands. The key challenge was to develop an effective email customer relationship management (eCRM) system that could handle:

• Email marketing

• B2B communication

• Manufacturer registration for customer purchases

• A knowledge base for training materials

• Customer support

Solution

To address these challenges, I undertook the following actions:

1. eCRM Selection and Implementation: After testing several eCRM solutions, I selected Zendesk to manage the required activities.

2. Customer Support Collaboration: I collaborated with the customer support team to understand the common challenges faced by new users.

3. Guide Creation: Partnering with Bernina's top engineer, I developed guides to assist new customers and those experiencing issues with their sewing machines.

4. Content Development: I utilized Zendesk to create a comprehensive knowledge base with self-help guides available on the support and training pages.

Results

The implementation of Zendesk and the development of self-help guides led to significant improvements:

• The knowledge base provided valuable metrics on the most frequently sought help topics, allowing for continuous content updates.

• Utilizing a single platform to manage the entire customer experience enabled the customer support team to address issues more efficiently, improving overall customer satisfaction.

Analysis

This experience yielded several key insights:

1. Importance of Comprehensive eCRM: Choosing an eCRM that could handle multiple facets of customer interaction was crucial for a seamless experience.

2. User-Centered Support: Collaborating closely with the customer support team ensured that the most relevant and practical guides were developed.

3. Data-Driven Content Development: Tracking metrics on customer inquiries helped in identifying content gaps and continuously improving the knowledge base.

4. Efficient Problem Resolution: Centralizing customer support functions allowed for quicker resolution of issues and better understanding of customer needs.

Conclusion

This case demonstrates the significance of a well-integrated eCRM system and user-centered support strategies in building a brand's digital presence and customer satisfaction. The use of Zendesk not only streamlined customer interactions but also provided valuable insights for ongoing improvements. This approach serves as a model for startups looking to establish a strong digital footprint and enhance customer experience in a rapidly evolving market.