Star rarely attends offline events but is active on the X platform with an open attitude. His Twitter tends to personally respond to user inquiries and follow up on user feedback, especially regarding user safety, product improvements, and real-time answers to users' operational issues on the platform, almost becoming the official customer service channel for OKX.
In September last year, Star publicly apologized for the platform's contract anomalies and promised 100% compensation to affected users. In June this year, in response to a user clarifying the appearance of a new address in the OKX account address book, Star replied at 2 AM, "The OKX address book function indeed needs improvement, and we will take full responsibility for any customer asset losses caused by OKX's own issues."
Star bypassed all intermediaries and engaged with users in a candid and sincere manner. This "CEO as customer service" model is a key strategy for building brand credibility, directly reflecting OKX's strong user-oriented culture.
This culture is deeply embedded in the OKX customer service system and has become a trend within OKX, forming a user-centric "everyone is customer service" strategy. This means that OKX has keenly and proactively realized that the importance of the customer service system goes far beyond solving user problems; it also lies in listening to genuine user feedback to drive improvements in OKX's product and service experiences.
In 2024, the OKX customer service team supports 15 languages, manually helping users recover 10,059 wrongly charged assets, automatically recovering 1,620,000 wrongly charged assets, with the largest recovery amount being 107,122 USDT. The annual complaint rate is below 0.5%, with a total of 1,544,250 user issues resolved throughout the year. The online consultation pick-up rate within 20 seconds is greater than 91%, with an average pick-up time of 21 seconds. The email/ticket consultation response rate within 1 hour reaches 97%, with an average response time of about 13 minutes, fully reflecting its strong service capability. From a small team of a few people in early 2017 to a customer service team covering 15 languages and distributed globally, the transformation of the OKX customer service system is not merely an expansion in scale; what is the secret to its success?
100% Feedback Rate: Unveiling How a User Demand Drives OKX's "All-In Participation"
In most platforms, when users' complaints or issues cannot be resolved through regular customer service, they usually request to "speak to a leader." However, at OKX, the "leaders" of the customer service team do not wait for users to make such requests; they proactively intervene and respond quickly.
So, what process does a user issue go through from being raised to being resolved in OKX's manual customer service department?
OKX has established a tiered management system with first-line and second-line support to effectively divert and pinpoint user issues, ensuring that users receive refined solutions for both basic inquiries and complex complaints. When a user ticket is submitted, it will be handled by one or more groups in collaboration, ultimately ensuring a 100% feedback rate for user issues.
Taking User A's issue as an example, after the OKX customer service system receives the request, it quickly and accurately identifies the issue as an "account problem." The flow process for this issue is as follows:
First, the issue enters the account group, where first-line customer service provides a solution.
If unresolved, the first-line customer service will escalate the issue, create a new ticket, detail the customer's problem and the preliminary actions taken, and hand it over to the second-line engineering group. The engineering group possesses more specialized knowledge and authority to handle more complex issues.
If still unresolved, the second-line engineering group will continue to escalate the issue, conduct in-depth investigations into the user's problem for diagnosis and resolution, and collaborate with internal experts or technical departments, such as the product team, technical team, or legal team, to obtain professional opinions for resolving the issue.
Ultimately, it ensures that the customer's problem can be handled professionally and promptly. After the issue is resolved, OKX customer service personnel will follow up and collect feedback on the issue to relay to relevant departments for product, service, or internal process improvements, preventing similar issues from occurring again.
It can be said that any product or technology at OKX will, at some point, become a customer service representative.
Compared to trading platforms that prioritize shortening customer interaction time and reducing manual customer service, OKX's approach undoubtedly requires greater investment but also brings higher customer satisfaction and brand loyalty.
Additionally, to ensure that every employee can provide high-quality service consistent with its business values, the OKX customer service department has established a "Quality Control Team" that regularly conducts random quality checks on all staff, collecting and recording customer service performance across multiple dimensions, including service, processes, and professional knowledge, identifying areas for improvement, potential enhancements, and customer feedback, and generating "quality control" data reports to objectively assess customer service capabilities and performance. Those customer service personnel who do not pass the "quality control" will receive customized training and improvement plans from OKX to achieve a higher service level.
OKX's comprehensive customer service training system and assessment framework are important manifestations of its "user first" culture. Customer service personnel are not only problem solvers but also continuators of the platform's commitment to users. Through this highly standardized management model, OKX can maintain a leading position in the global market, with user experience consistently outperforming competitors.
Average First Response to Users in 3 Minutes: Implementing Feedback and Suggestions into Product Changes
OKX stipulates that the first response time for all user issues must be within 10 minutes, but most OKX customer service can locate the problem and provide a solution within 2 to 3 minutes. During peak ticket times, they can even handle 300 to 400 user issues in a single day.
How does the OKX customer service department achieve "rapid response"?
Every member of the OKX customer service team undergoes rigorous training to master the skills needed to quickly handle various complex issues, enabling faster problem responses.
Candace was a senior customer service representative with years of experience in the traditional financial industry. In 2021, he stepped out of his familiar circle to apply for a position at OKX customer service, marking his first encounter with the completely unfamiliar Web3 field. To prepare, Candace began utilizing his lunch breaks, weekends, and holidays for systematic study, tackling extensive technical materials and market analyses to understand blockchain technology principles, OKX platform product structures, and the complex issues users might encounter.
Six months later, with solid business accumulation and excellent customer service skills, Candace successfully joined OKX's VIP customer service group. The work mode of the VIP group differs from regular customer service; all VIP user tickets go directly to Candace's team, bypassing first-line and second-line processing. This requires OKX's VIP customer service team to be almost "all-rounders," excelling in both problem response and resolution while deeply understanding the unique needs of VIP users to provide personalized and efficient support experiences. This service model not only enhances VIP customer satisfaction but also establishes deep trust and a professional image for OKX in the high-end user market. More importantly, the close collaboration within the OKX team enables a profound understanding of the product, allowing efficient flow and resolution of user issues from basic inquiries to complex complaints.
Moreover, close interdepartmental collaboration further strengthens OKX customer service's understanding of the product, which is key to achieving rapid responses.
Whenever faced with complex user cases, Vince holds meetings with colleagues from the product research and development department to discuss how to thoroughly resolve the challenges users encounter. At the same time, he hopes to leverage user feedback to drive further product optimization.
In July this year, Vince received feedback from a user regarding lag and delays in transactions on the OKX Web3 wallet. Vince immediately contacted the product research and development department for an online meeting, sharing a detailed problem report obtained from multiple phone and email communications with the user. The engineers quickly formed a dedicated team to pinpoint the issue. After a series of discussions, the product team identified a potential optimization point and decided to improve the wallet's backend algorithm to enhance transaction processing speed during peak times. Ultimately, the user's feedback issue was successfully resolved, and the product was improved.
Vince's approach to cross-departmental collaboration has also gained recognition from other team members, encouraging more OKX customer service personnel to actively participate. This helps OKX customer service continuously enhance its understanding of the product through feedback and accumulate a wealth of practical experience. Under this mechanism, the speed of customer service response continues to increase, while approximately 40% of issues are resolved in conjunction with the product throughout the year, such as the upgrade of the contract martingale, which was driven to completion by the customer service team.
"OKX is the app I open the most every day; I repeatedly experience every feature of OKX and think about how to optimize it better." Vince's deep cross-departmental collaboration and practical experience ultimately led to a significant career transformation at OKX. After several discussions and learning sessions, he successfully transitioned to a product manager (PM) role.
Vince's frontline customer service experience became key to his successful understanding of user needs and product details after transitioning to PM. This transformation marks OKX's breaking of traditional job limitations, shaping a group of versatile talents who can understand user needs from multiple perspectives and drive product innovation. Furthermore, OKX has increased business training courses and ongoing education for on-duty customer service personnel, including various forms of training such as English learning, industry knowledge lectures, and expert forums, ensuring that the customer service team can not only respond quickly to user issues but also deeply understand the latest trends and technological developments in the Web3 and cryptocurrency fields.
Additionally, OKX provides 24/7 intelligent customer service support, further assisting manual customer service in preemptively locating and resolving user issues, enhancing user experience and service efficiency.
Unlike the "machine customer service" and "scripted customer service" available in the market, basic product-related issues can currently be efficiently resolved through OKX's intelligent customer service, which is supported by OKX's powerful knowledge base, significantly improving the efficiency of resolving user issues. OKX's intelligent customer service offers convenient transitions to human service, allowing users to switch to human service at any time. Meanwhile, OKX's manual customer service actively monitors and analyzes the duration and content of user interactions with intelligent customer service, continuously promoting the optimization of intelligent service products to ensure and enhance the user service experience as much as possible.
Transforming from Passive to Active: Providing Users with Safe and Reliable Services
OKX customer service has shed its "defensive" positioning and has become an active designer of user experiences and a responder to user needs.
In matters involving third-party security issues, OKX has demonstrated a high level of proactivity and collaboration, becoming one of the few companies in the industry that remains highly sensitive to user asset security issues. The OKX customer service department has effectively showcased this forward-looking security service philosophy. By closely collaborating with the security and technical teams, they proactively provide multi-layered and diverse security services, such as intercepting high-risk withdrawals and large abnormal transfers, further safeguarding user asset security.
As of September this year, OKX's anti-phishing risk control system successfully intercepted 2,815 suspicious withdrawal operations for 2,636 users, recovering a total of 2.1032 million USDT in assets.
During a routine monitoring session, OKX security engineer Vince discovered an abnormal transfer request in User B's account. Drawing on years of security experience, Vince immediately realized that this transfer might not have been initiated by the user, prompting him to activate the emergency response process.
He first notified the customer service team through internal channels, and the customer service quickly contacted User B. During the call, the customer service team conducted strict multiple verifications of the user's identity to ensure that every piece of information was accurate. After obtaining user confirmation, Vince immediately coordinated with the backend team to take action, suspending the suspicious transfer while enhancing the security settings of the account. The entire process, from identifying the risk to contacting the user, confirming the situation, and taking preventive measures, involved close collaboration between the front and back-end teams, completing it as quickly as possible.
Ultimately, this collaboration successfully intercepted a potential account intrusion, recovering potential losses for the user. This not only strengthened the user's sense of security but also reinforced the OKX team's belief in the critical importance of this collaborative mechanism for safeguarding user security. Vince later mentioned that such incidents prompted him to think more deeply about system design and process details, further driving the optimization of the platform's security system.
Additionally, Vince received feedback from a very anxious user who had mistakenly downloaded a trojan program disguised as legitimate software, resulting in the theft of assets from their account. The user was extremely agitated, even expressing anger and helplessness, hoping that customer service could provide a solution and recover the losses. After understanding the situation, Vince proactively contacted the user, trying to help him recall key details amidst the chaos.
To reconstruct the sequence of events as accurately as possible, Vince tirelessly made multiple calls, patiently guiding the user to recall each specific action taken before the assets were stolen: from downloading the program to logging into the wallet. After three hours of repeated analysis, Vince finally pieced together the complete process of the theft and identified the possible transfer path of the hacker.
However, recovering the assets was not an easy task. Vince immediately collaborated with the technical team to quickly trace the flow of the assets and attempted to contact the hacker multiple times, but received no response. Subsequently, he urgently contacted the legal department to devise a prudent solution, ultimately helping the user recover all assets that had flowed into the hacker's account. This successful collaboration deeply impressed the user with OKX's sense of responsibility and professional capability, and it further solidified Vince's belief in safeguarding user asset security.
Sincerity is Always the Ultimate Weapon
Globally, many trading platforms tend to rely on automation or single channels to handle user issues, especially as they scale up and demand increases, customer service often prioritizes efficiency at the expense of in-depth service. In contrast, OKX has chosen a multi-channel, multi-level customer service system to address different types of customer issues. This strategy not only allows for quick responses to user needs but also provides a personalized and efficient service experience.
In a highly challenging and rapidly changing market environment, many companies often overlook customer service quality during expansion, focusing their attention on market growth and profit increase. OKX, however, has taken the opposite approach, choosing to prioritize user experience and foregoing the prioritization of operational costs and processing efficiency.
OKX has successfully shaped a "user-oriented" service culture.
Unlike many companies that avoid user issues or only provide automated services, OKX has chosen to respond to users through a comprehensive service network. In addition to offering multiple channels such as online chat, tickets, emails, and phone calls, it has also added channels on social platforms like X, thereby establishing a trustful and transparent communication environment.
OKX's investment in the customer service system is not only about ensuring multi-channel and efficient resolution of user issues but also about enhancing user trust and loyalty to the brand through personalized and professional services. On one hand, OKX's customer service system relies on real-time responses and multilingual support to ensure that global users can quickly receive help. On the other hand, this system not only takes on the role of resolving user issues but also actively participates in product improvements through data analysis and user feedback, making user feedback an important reference for optimizing products and processes. By quickly adjusting and responding to changes in user needs, OKX can enhance service quality, increase user satisfaction, and strengthen market competitiveness.
OKX's seemingly "long-term" customer service strategy is fundamentally based on the idea that good service can reduce user churn rates and cultivate more loyal users, providing the company with a more stable user base.
Through a long-term customer service strategy, OKX not only demonstrates a high sensitivity to user needs but also builds a service culture that is closer to users, creating a clear distinction from competitors. While this strategic investment may not directly translate into revenue in the short term, in the long run, it helps OKX gain an irreplaceable advantage in trust, reputation, and market share. These factors will become key drivers of OKX's future growth.
Perhaps as everyone says, "Sincerity is always the ultimate weapon."
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