Mashgin is a Silicon Valley startup that uses artificial intelligence to speed up customer service. Their flagship product is the Visual Checkout Kiosk, a retail system that uses computer vision technology to identify consumer packaged goods, and non-packaged goods like prepared food and produce.
The kiosk is contactless, can recognize multiple items at once, and doesn’t rely on bar codes or manual lookups, making it much faster than conventional checkout scanners. Mashgin’s kiosks are in use in cafeterias, school campuses, sports and event venues, and convenience stores.
Mashgin was running its service operation on a combination of spreadsheets, CRM, and support ticketing software when they hired Bennett Bennett as their first Head of Customer Success and Support in April 2019. As he began designing Mashgin’s support infrastructure, Bennett quickly identified several key gaps in the company’s technology stack.
For one, their ticket support software couldn’t adequately track incoming service requests after Mashgin pushed software updates out to kiosks at client sites. Bennett also couldn’t do what he called, “nitty-gritty reporting” with the ticketing software. And their CRM tool lacked the functionality to integrate key customer information coming in from sales reps. Bennett soon had a feature list for a new service-oriented CRM system.
When Mashgin signed up to try Salesforce Essentials, Bennett took it upon himself to test the new system with live support cases before migrating away from the old setup. “I’d tell the team, ‘Hey, I'm answering this ticket. Don't take it in the old system. Let me handle it in this new workflow,” he said. “I wanted some true data, and it gave the team the chance to see me responding to cases at different action points.”
Quickly, the Support team saw how Essentials was going to make their workflows simpler and more efficient. "They started saying, ‘Oh, wow, my workflow is going to be simpler than it was on the old ticketing system,’” Bennett recalled. In contrast to the old tools, Essentials let Bennett’s team take in the whole picture for any client, and then zoom in on every element of what was happening on site.
Mashgin’s Customer Success and Support operation relies on a mix of in-office, remote, and on-site field workers. Bennett said the move to Essentials has improved communication across the group. “As we've made our transition to Salesforce we're able to work so much more cohesively as a team,” he said.
As a result, response times are better and customers are happier. “We see the actual impact that this tool has had, as opposed to us just trying to, like, hack it and make it on our own,” he explained.