Peter, our customer support guru at Sproutit, recently interviewed Brian Ghidinelli or PukkaSoft, one of our clients and makers of MotorsportReg.com, about their experience with Mailroom and how it helps them with providing great customer support. Here's what we found out.
Peter: What you are doing?
Brian: MotorsportReg.com is an event management and registration service for
motorsport event organizers. Whether it's wheel-to-wheel racing,
high-performance driving schools or social events, we're the best system
available for managing an event from start to finish. We have a wide
range of customers from the SCCA, BMW Car Club of America, Audi Club of
America, Porsche Club of America and other groups from all over the
country who depend on us.
Peter: Why you got into doing this [the passionate version ;-)]
Brian: My favorite motorsports quote is by Peter Egan who said "Racing makes a
heroin addiction seem like a vague longing for something salty". I
started sliding down this slippery slope with a high-performance driving
school in 2000 and within a couple of years I was volunteering with my
local car club to earn a discount on entry fees.
What I found in the registration process was a bunch of overworked and
under appreciated spreadsheet jockeys and paper pushers. I prototyped an
online registration service for them and within a year I had a handful
of customers around the country but I didn't think it was something I
could make a living from.
In the past two years, however, adoption has skyrocketed and I feel like
a celebrity when I talk to our customers. They love our application,
they love our customer service and they constantly tell us that we're
making them successful. That's what every product company wants to
hear. That not only keeps me coming to the office excited but it keeps
me awake at night thinking of new ways to make MotorsportReg.com even
better.
Peter: What makes you unique (technology/service/product)?
Brian: In the big picture, our unique value is that we're a niche player with
tools and domain expertise solving a problem exceptionally well. We're
using our professional consulting backgrounds to convert customer
problems into effective technology.
In our niche, we're the 500lb gorilla in the ring. Where most of our
competition are part-time enthusiasts, we've built a business that
allows us to operate a full-time company and invest more resources into
our application, infrastructure and customer service. When these clubs
want to trust their most critical operational system and money to a
third party, we're the most professional and most reliable choice.
Technology wise (and excuse the techy-talk), we're very pragmatic. We use a lot of open source with
Linux, Apache and PostgreSQL but our application server is Adobe
ColdFusion because it's so fast to build robust applications. We use
Dojo and jQuery in our UI and have a rapid development cycle with
frequent releases all managed by Subversion and Trac.
Peter: How you are using Mailroom to help communicate with your customers?
Brian: Mailroom helps us primarily in three ways.
- The first is probably quite common: people ask the same question over and over and over. In our
case as an ASP, we also receive inquiries that are intended for one of
our customers. We used to manually type replies to these inquiries
which would take at least an hour per day. With Mailroom, we speed
through these questions in just a few minutes.
- The second is a subtle usability trick we've picked up. We periodically
review the saved replies to see if there's something in the service
itself that we could change to eliminate the inquiries. This process
has led to several key changes that have reduced our inbound mail by
more than 50%.
-
The last is that it's much easier to synchronize who has answered what.
Previously we used an email alias to handle inbound customer questions
but we frequently replied multiple times. Customers love this level of attention but it wasn't a very effective use of our time! :)
So, not only can we fly through the email we do receive, but we're
receiving a lot less of it because our approach to customer email is
more methodical.
Peter: Anything else you would like to say? (new products/shout out to your hommies)
Brian: Well, we're looking forward to offering our customers Mailroom
because they will benefit just like we have!