Star rarely attends offline events, but is active on the X platform with an open attitude. His Twitter tends to personally respond to user questions and follow up on user feedback, especially when it comes to user safety, product improvements, and real-time answers to user operational issues on the platform. It has almost become OKX’s official customer service channel.

In September last year, Star immediately publicly apologized for the platform contract changes and promised to compensate affected users 100%. In June this year, in response to a user's clarification that a new address appeared in the address book on the OKX account, Star responded to user feedback at 2 a.m., "The OKX address book function does need to be improved. OKX will bear full responsibility for customer capital losses caused by its own problems."

Star bypasses all intermediate links and talks to users in a frank and sincere way. This "CEO is customer service" model is what builds brand credibility. The key strategies directly reflect OKX’s strong user-oriented culture.

This culture is deeply rooted in the OKX customer service system and has become a common practice within OKX, forming a user-centered "customer service for all employees" strategy. This means that OKX has keenly and forward-lookingly realized that the importance of the customer service system is not only to solve user problems, but also to reversely promote the improvement of OKX product experience and service experience by listening to users’ real feedback.

In 2024, the OKX customer service team has supported 15 languages, manually helped users retrieve 10,059 mistakenly deposited assets, and automatically retrieved 1,620,000 mistakenly deposited assets. The largest amount recovered was 107,122 USDT. The annual complaint rate Less than 0.5%, A total of 1,544,250 user problems were solved throughout the year. The answer rate for online consultations was greater than 91% within 20 seconds. The average answer time for online consultations was 21 seconds. The response rate for email/work order consultations was 97% within 1 hour. The average response time for email/work order consultations was 13 minutes, fully reflecting its strong service capabilities. From a team of a few people in early 2017 to a customer service team covering 15 languages ​​and distributed around the world, the transformation of OKX’s customer service system is far more than just an expansion in scale. What is the secret of its success?

100% feedback rate, revealing how a user’s needs can leverage OKX’s “full participation”

In most platforms, when user complaints or questions cannot be resolved through ordinary When customer service solves the problem, they usually ask to "find a leader to reply." However, at OKX, the "leaders" of the customer service team do not wait for users to make requests, but actively intervene and respond quickly.

So, what kind of process does a user issue go through in the OKX manual customer service department from raising it to solving it?

OKX has achieved effective diversion and positioning of user problems by establishing first-line and second-line hierarchical management systems, so that users can receive detailed information from basic consultation to complex complaints. solutions. When a user work order is submitted, it will be handled collaboratively by one or more groups, ultimately ensuring a 100% feedback rate on user issues.

Take user A's problem as an example. After receiving the request, the OKX customer service system quickly and accurately identified the problem as an "account problem". The circulation process of this problem is:

First, the problem will be entered into the account group, and the front-line customer service of this group will provide a solution.

If it cannot be solved, the first-line customer service will escalate the problem, create a new work order, record the customer's problem and the preliminary actions taken in detail, and hand it to the second-line engineer Group processing. The engineering group has more specialized knowledge and authority and can handle more complex problems.

If it still cannot be solved, the second-line engineering team will continue to escalate the problem, conduct in-depth investigation of user issues to diagnose and solve the problem, and collaborate with internal experts or technical departments , such as the product team, technical team, or legal team, to get professional advice to solve the problem.

Ultimately ensure that customer problems can be dealt with professionally and promptly. After the problem is resolved, OKX customer service staff will follow up and collect feedback to the relevant departments to improve products, services or internal processes to prevent similar problems from happening again.

It can be said that any product or technology of OKX will become a customer service officer at some point.

Compared with those trading platforms that prioritize shortening customer interaction time and reducing manual customer service, OKX’s approach undoubtedly requires greater investment, but it also brings Higher customer satisfaction and brand loyalty.

In addition, in order to ensure that each employee can provide high-quality services consistent with his or her business values, the OKX Customer Service Department has specially set up a "Quality Inspection Team" to conduct regular inspections. All staff conduct random quality inspections to collect and record customer service performance in multi-dimensional modules such as services, processes, and professional knowledge, including issues that need improvement, room for improvement, andCustomer feedback is collected and a "quality inspection" data report is generated to objectively and fairly judge customer service capabilities and performance. For those customer service staff who fail the "quality inspection", OKX will provide them with customized training and improvement plan support to achieve a higher service level.

OKX’s complete customer service training system and assessment system are important manifestations of its “user first” culture. Customer service staff are not only problem solvers, but also continuators of the platform’s commitment to users. Through this highly standardized management model, OKX is able to maintain its leading position in the global market, and the user experience is always better than its competitors.

It takes an average of 3 minutes to reply to users for the first time, and implement feedback and suggestions into product changes

OKX stipulates that the first reply time for all user questions must be within 10 minutes, but in large numbers Most OKX customer service staff can locate problems and provide solutions within 2 to 3 minutes. During the peak period of work orders, they can even handle 300 to 400 user problems in a day.

How does OKX customer service department achieve "extremely fast response"?

Each OKX customer service team member has undergone rigorous training and has mastered the skills to quickly handle various complex problems in order to achieve faster problem response.

Candace was once a senior customer service officer who has been working in the traditional financial industry for many years. In 2021, he jumped out of his familiar circle and applied to become an OKX customer service employee. This is his first job. I was exposed to the completely unfamiliar Web3 field for the first time. To this end, Candace began to use her lunch break, weekends and holidays to study systematically, chewing through thick technical information and market analysis, and understanding the principles of blockchain technology, the product structure of the OKX platform, and the complex problems that users may encounter.

Half a year later, with solid business accumulation and superb customer service skills, Candace successfully entered OKX’s VIP customer service group. The working model of the VIP group is different from that of ordinary customer service. All VIP users’ work orders will go directly to Candace’s team, bypassing the flow of first-line and second-line people. This requires OKX’s VIP customer service team to almost reach the “all-round” level, both in Excellent performance in problem response and resolution, and a deep understanding of the unique needs of VIP users to provide users with a personalized and efficient support experience. This service model not only improves VIP customer satisfaction, but also establishes a deep trust and professional image for OKX in the high-end user market. More importantly, the close collaboration within the OKX team has achieved a deep understanding of the product, allowing users to handle everything from basic consultation to complex complaints.All solutions can be efficiently transferred and resolved.

In addition, close cross-department cooperation further strengthens OKX customer service's understanding of the product, which is also the key to achieving extremely fast response.

Whenever he encounters a complex user case, Vince will hold a meeting with colleagues in the production and research department to discuss in depth how to completely solve the problems encountered by users. At the same time, he also hopes to promote further optimization of the product through user feedback.

In July this year, Vince received feedback from a user that OKX Web3 wallet transactions were stuck and delayed. Vince immediately contacted the production and research department for an online meeting. , shared detailed problem reports obtained through multiple phone calls and emails with users, and engineers immediately formed a dedicated hotline team to locate the problem. After a series of discussions, the product team discovered a potential optimization point and decided to improve the wallet's backend algorithm to increase transaction processing speed during peak hours. In the end, this user feedback problem was successfully resolved and the product was improved.

Vince's cross-departmental cooperation method has also been recognized by other team members, driving more OKX customer service to actively participate. Help OKX customer service to continuously improve their understanding of the product through these feedbacks and accumulate a lot of practical experience. Under such a mechanism, the customer service response speed is getting faster and faster. At the same time, the joint products solve about 40% of the problems throughout the year. For example, the upgrade of the contract Martingale was completed by the customer service team.

"OKX is the APP I open the most every day. I will repeatedly experience every function of OKX and think about how to better optimize it." Vince said This kind of in-depth cross-department cooperation and practical experience ultimately led to a major change in Vince's career at OKX. After several discussions and studies, he successfully transferred to product manager PM.

Vince's front-line customer service experience became the key to his ability to successfully understand user needs and product details after he was transferred to PM. This transformation marks that OKX has broken the limitations of traditional positions and created a group of comprehensive talents who can understand user needs from multiple perspectives and promote product innovation. Not only that, OKX has also increased business training courses and continuing education for on-the-job customer service, including various forms of training, including English learning, industry knowledge lectures, expert forums, etc., to ensure that the customer service team can not only respond quickly to user issues, but also provide in-depth Understand the latest trends and technological developments in the field of Web3 and cryptocurrency.

In addition, OKX also provides 7x24-hour intelligent customer service support to further help manual customer service locate and solve users in advance, improving user experience and service efficiency.

Different from “machine customer service” and “talking customer service” on the market, current basic product-related issues can be efficiently solved through OKX intelligent customer service, which is supported by OKX’s powerful knowledge base, which can significantly improve the resolution of user problems. efficiency. OKX intelligent customer service provides convenient manual services. Users can also switch to manual service at any time. At the same time, OKX human customer service will actively pay attention to and analyze the interaction time and content between users and intelligent customer service, and continue to promote the optimization of intelligent service products to ensure and improve the user's service experience as much as possible. /p>Change from passive to active, providing users with safe and reliable services

OKX customer service has gotten rid of the position of "defender" and turned into an active user experience designer and responder to user needs

When it comes to three-party security issues, OKX has demonstrated a high degree of initiative and collaboration, becoming one of the few companies in the industry that is highly sensitive to user asset security issues. The OKX customer service department has demonstrated this extreme Forward-looking security service concept. By working closely with the security team and technical team, we proactively provide multiple levels of security services such as high-risk currency withdrawals and large abnormal transfer interception to further protect the security of user assets.

As of September this year, OKX's anti-phishing risk control system has successfully intercepted 2,815 suspicious currency withdrawal operations for 2,636 users, recovering a total of 2.1032 million USDT assets.

During daily monitoring, OKX security team engineer Vince discovered an abnormal transfer request in user B’s account. With many years of security experience, Vince immediately realized that the transfer might not be performed by the user himself, so he immediately Emergency response process initiated

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 on the user's identity to ensure that every information was accurate. After obtaining user confirmation , Vince immediately coordinated the back-end team to take measures to suspend the suspicious transfer, and at the same time strengthened the security settings of the account. The entire process, from identifying risks to contacting users, confirming the situation, and taking preventive measures, the front-end and back-end teams worked closely together. Finish as quickly as possible

mostIn the end, this cooperation successfully intercepted possible account intrusions and saved potential losses for users. This not only strengthens users' sense of security, but also makes the OKX team more convinced of the importance of this collaborative mechanism to ensure user safety. Vince later said that such an incident made him think more deeply about system design and process details, and further promoted the optimization of the platform's security system.

In addition, Vince also received feedback from a very anxious user who mistakenly downloaded a Trojan horse program disguised as legitimate software, resulting in The assets in the account were stolen. Users are extremely emotional, even angry and helpless, hoping that customer service can provide solutions and recover losses. After Vince learned about the situation, he proactively contacted the user and tried to help him retrieve key details in the chaos.

In order to restore the incident as much as possible, Vince took the trouble to call many times and patiently guided the user step by step to recall the specific operations before the assets were stolen: from downloading the program Every step to logging into your wallet. After three hours of repeated analysis, Vince finally sorted out the complete process of the theft and determined the hacker's possible transfer path.

However, recovering assets is not easy. Vince immediately worked with the technical team to quickly track the flow of assets and tried to contact the hacker multiple times, but never received a response. Subsequently, he urgently contacted the legal department and worked out a solid solution, which ultimately helped the user recover all the assets that flowed into the hacker's account. This successful collaboration made users deeply feel OKX's sense of responsibility and professional capabilities, and also strengthened Vince's belief in maintaining the security of user assets.

Sincerity is always a must-win strategy

Globally, many trading platforms tend to rely on automation or a single channel to deal with user problems, especially as the scale expands and As demand grows, customer service often prioritizes efficiency at the expense of depth of service. In contrast, OKX has chosen a multi-channel and multi-level customer service system to handle different types of customer problems. This strategy can not only respond to user needs in a short time, but also provide a personalized and efficient service experience.

In a very challenging and rapidly changing market environment, many companies often ignore customer service quality during the expansion process and focus on market expansion and profitability. In terms of growth, OKX has done the opposite, choosing a path that pays more attention to user experience and giving up prioritizing operating costs and processing efficiency.

OKX has successfully created a "user-oriented" service culture.

Different from the trend of many companies that avoid user issues or only provide automated services, OKX chooses to respond to users through a comprehensive service network, such as providing online chat, work orders, In addition to multiple channels such as email and phone calls, social platform channels such as X have also been added to establish a trusting and transparent communication environment.

OKX’s investment in the customer service system is not only to ensure multi-channel and efficient resolution of user problems, but also to enhance users’ trust and loyalty to the brand through personalized and professional services. On the one hand, OKX’s customer service system relies on real-time response and multi-language support to ensure that global users can quickly receive help. On the other hand, this system not only assumes the role of solving user problems, but also actively participates in product improvement 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 is able to improve service quality, enhance user satisfaction, and consolidate market competitiveness.

OKX's customer service strategy, which seems to be "sacrificing the near and seeking the distant", is that good service can reduce the churn rate of users and cultivate more loyal users. , bringing a more stable user base to the company.

Through its long-term customer service strategy, OKX not only demonstrates the company's high sensitivity to user needs, but also forms a service culture that is closer to users. Clear differentiation from competitors. This strategic investment may not directly translate into revenue in the short term, but in the long term, it helps OKX gain irreplaceable advantages in trust, reputation and market share. It is these factors that will become the basis for OKX's future growth. key motivation.

Perhaps as everyone says, "Sincerity is always the last resort."

Disclaimer

This content is for informational purposes only and does not constitute and should not be considered (i) investment advice or recommendations, (ii) an offer or solicitation to buy, sell or hold digital assets, or (iii) financial, accounting, legal or Tax advice. We do not guarantee the accuracy, completeness or usefulness of such information. Digital assets, including stablecoins and NFTs, are subject to market fluctuations, involve a high level of risk, and may lose value or even become worthless. You should carefully consider whether trading or holding digital assets is suitable for you based on your financial situation and risk tolerance. Please consult your legal/tax/investment professional regarding your specific situation. Not all products are available in all regions. For more details, please see OKX Terms of Service and Risk Disclosure&;Disclaimer. OKX Web3 mobile wallet and its derivative services are governed by separate terms of service. Please be responsible for understanding and complying with applicable local laws and regulations.