However, as the number of global members grows, CakeResume has also noted an increasing volume of questions asked by users. For a startup company, repeatedly answering the same questions meant not only heavy HR burdens, but also lack of work efficiency. Under the premise of creating a better user experience, how to reach a perfect balance between manpower and time cost within the organization has become an immediate pressing concern for CakeResume.
Previous tools had CakeResume users go back and forth between chatbots and knowledge base articles to seek out answers. This meant that users would have difficulties getting an effective reply in the first instance and not receiving one-stop integrated resources was a major setback to the overall user experience. For back-end customer service teams, prolonged communication, inability to tackle user questions with precision, and lengthy handling process would lead to customer service inefficiency and unanswered user questions.
On the other hand, as the CakeResume community is expanding to serve various language speakers, the demand on the maintenance of knowledge base articles has also increased. Since the reply to all articles has to be amended in accordance with product updates, previous tools are incapable of sorting the articles systematically. As a result, when the need for an update arose, the team had to locate the original articles for revision one by one, which would incur an immense time cost involving all different languages.
“If I cannot be persuaded by the practice of our customer service, how could we bring a better user experience to users?” said Trantor Liu. Previous solutions didn’t seem to cater to CakeResume’s expectations and weaknesses in customer services. At this point, the team would need a tool that can effectively integrate all resources to provide users with greatly optimized customer service experience.
On the advice of Master Concept, CakeResume adopted Freshworks customer interaction solutions including the customer service chatbots-based Freshdesk Messaging and Freshdesk Support Desk, a management system for knowledge base articles. Through the integration of both tools, users only need to access the online customer engagement platform on the bottom right corner of the webpage to get one-stop assistance and response without getting stuck while they build their resumes. With an automation-based flow design,the back-end service team can identify and read user questions in real-time and rely on the knowledge base content to preliminarily resolve obstacles encountered by users during the resume creation process. CakeResume’s operation manager,Vera, pointed out that about 70-80% of the user questions could be answered at this stage.
On top of that, as CakeResume users continue to grow all over the world, Freshworks solutions can serve all users across different time zones minus any hiccups, with the customer engagement platform supplying answers from the knowledge base with precision. The back-end customer service staff can also swiftly provide further assistance the following day by tracking user footprints and IP locations. Vera stated that this pool of creative talents trained in software and digital marketing is an important asset to CakeResume; resolving their doubts and increasing their stickiness to the platform is synonymous with expanding the CakeResume ecosystem. Subsequently, great talent resumes will attract great companies to the platform for talent hunting.
Trantor’s vision for Freshworks does not stop there. He believes that customer engagement platforms should not be merely for one-way communication, but instead, CakeResume should take the initiative to observe user needs and offer assistance accordingly. “For instance, we can give guidance on follow-up actions after users complete their resumes,” said Trantor. Such a proactive marketing approach can also be applied to corporate clients; namely, after they browse the paid subscribed webpages, the customer engagement platform would ask them in their next login about their willingness to subscribe. Such are conventional remarketing approaches commonly done via email. Trantor also hopes to create more scenarios through the customer engagement platform on the bottom right corner of the webpage.
Considering the platform stickiness — a key indicator that creates the CakeResume ecosystem – the CakeResume membership has seen a 3-fold increase from 600,000 in 2019 to 2 million by the end of 2021. Its talent pool has more than tripled from 300,000 in 2019 to 1 million by the end of 2021. Trantor looks forward to making good use of the Freshworks strengths to offer an improved user experience, expand the talent ecosystem and create a multi-win situation for all.