Star rarely attends offline events, but is active on the X platform with an open attitude. His Twitter tends to personally reply to user questions and follow up on user feedback, especially those related to user safety, product improvement, and real-time answers to user operation questions on the platform, almost becoming the official customer service channel of OKX.
In September last year, Star 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 of the OKX account, Star responded to the user’s feedback at 2 a.m., “The OKX address book function does need to be improved, and OKX will bear full responsibility for customer losses caused by its own problems.”
Star bypasses all intermediaries and communicates with users in a frank and sincere manner. This "CEO as customer service" model is a key strategy for building brand credibility and directly reflects OKX's strong user-oriented culture.
This culture is deeply rooted in the OKX customer service system and has become a trend within OKX, forming a "full-staff customer service" strategy with users at the core. This means that OKX has keenly and forward-lookingly realized that the importance of the customer service system is far more than solving user problems, but also lies in listening to users' real feedback and promoting the improvement of OKX's product experience and service experience.
In 2024, the OKX customer service team already supports 15 languages, manually helped users recover 10,059 wrongly charged assets, automatically recovered 1,620,000 wrongly charged assets, and the largest amount recovered was 107,122 USDT. The complaint rate was less than 0.5% throughout the year, and a total of 1,544,250 user problems were solved throughout the year. The online consultation was answered within 20 seconds at a rate of more than 91%, and the average online consultation answering time was 21 seconds. The email/work ticket consultation reply rate within 1 hour reached 97%, and the average email/work ticket consultation reply time was about 13 minutes, which fully reflects its strong service capabilities. From a small team of several people in early 2017 to a customer service team covering 15 languages and distributed around the world today, the transformation of the OKX customer service system is far more than just an expansion in scale. What is the secret of its success?
100% feedback rate: how a user demand can motivate OKX to “participate in everything”
In most platforms, when users’ complaints or problems cannot be solved by ordinary customer service, they usually ask to “find a leader to reply”. However, at OKX, the “leader” of the customer service team does not wait for users to make requests, but takes the initiative to intervene and responds quickly.
So, what process does a user issue go through in the OKX customer service department from the time it is raised to the time it is resolved?
OKX has established a hierarchical management system including the first-line and second-line systems to effectively divert and locate user problems, so that users can obtain refined solutions from basic consultations to complex complaints. When a user ticket is raised, it will be processed by one or more groups to ensure a 100% feedback rate for user problems.
Taking user A's question as an example, after receiving the request, the OKX customer service system quickly and accurately identified the problem as an "account problem". The flow process of the problem is as follows:
First, the issue will be reported to the account group, and the group's front-line customer service will provide a solution.
If the problem cannot be solved, the first-line customer service will escalate the problem, create a new ticket, record the customer's problem and the initial actions taken in detail, and hand it over to the second-line engineering team. The engineering team has more professional knowledge and authority and can handle more complex problems.
If the problem still cannot be resolved, the second-line engineering team will continue to escalate the issue, conduct in-depth investigations into user issues to facilitate diagnosis and resolution, and collaborate with internal experts or technical departments, such as the product team, technical team or legal team, to obtain professional advice on resolving the problem.
Ultimately, we ensure that the customer's problems can be handled professionally and promptly. After the problem is solved, OKX customer service staff will follow up and collect feedback to the relevant departments to improve products, services or internal processes and prevent similar problems from happening again.
It can be said that any product or technology of OKX will become a customer service at some point in time.
Compared with those trading platforms that prioritize shortening customer interaction time and cutting manual customer service, OKX's approach undoubtedly requires greater investment, but it also brings it higher customer satisfaction and brand loyalty.
In addition, to ensure that every employee can provide high-quality services consistent with their business values, the OKX Customer Service Department has set up a "quality inspection team" to conduct random quality inspections on all staff on a regular basis. It collects and records customer service performance in multiple dimensions such as service, process, and professional knowledge, including issues that need to be improved, room for improvement, and customer feedback, and generates a "quality inspection" data report to objectively and impartially judge customer service capabilities and performance. For those customer service personnel who fail the "quality inspection", OKX will provide them with customized training and improvement plan support to achieve a higher level of service.
OKX's comprehensive customer service training system and assessment system are important manifestations of its "user first" culture. Customer service personnel are not only problem solvers, but also the continuators of the platform's commitment to users. Through this highly standardized management model, OKX can maintain its leading position in the global market, and its user experience is always better than that of its competitors.
The average first-time response to users is 3 minutes, and feedback and suggestions are implemented into product changes
OKX stipulates that the first response time for all user issues must be within 10 minutes, but most OKX customer service staff can locate the problem and provide a solution within 2 to 3 minutes. During the peak period of work orders, they can even handle 300 to 400 user issues in a day.
How does OKX customer service department achieve “ultra-fast response”?
Every member of the OKX customer service team has undergone rigorous training and mastered the skills to quickly handle a variety of complex issues in order to respond to problems more quickly.
Candace was a senior customer service representative who had worked in the traditional financial industry for many years. In 2021, he stepped out of his familiar circle and applied for a position as a customer service representative at OKX. This was his first exposure to the completely unfamiliar Web3 field. To this end, Candace began to use his lunch breaks, weekends, and holidays to study systematically, reading through thick technical materials 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 joined OKX's VIP customer service group. The working mode 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 circulation of the first and second lines. This requires OKX's VIP customer service team to almost reach the "all-round" level, not only to perform well in problem response and resolution, but also to have a deep understanding of the unique needs of VIP users and provide users with personalized and efficient support experience. This service model not only improves the satisfaction of VIP customers, 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, so that users can achieve efficient circulation and resolution from basic consultation to complex complaint resolution.
In addition, close cross-departmental cooperation further strengthens OKX customer service’s understanding of the product and is also the key to its extremely fast response.
Whenever he encounters a complex user case, Vince will hold a meeting with his colleagues in the R&D department to discuss in depth how to thoroughly 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 a user's feedback about the OKX Web3 wallet transaction jam and delay. Vince immediately contacted the R&D department for an online meeting and shared the detailed problem report obtained from multiple phone and email communications with the user. The engineers then formed a dedicated team to locate the problem. After a series of discussions, the product team found a potential optimization point and decided to improve the wallet's backend algorithm to increase the transaction processing speed during peak hours. In the end, the problem reported by the user was successfully solved and the product was improved.
Vince's cross-departmental cooperation was also recognized by other team members, which led to more active participation of OKX customer service. It helped OKX customer service to continuously improve their understanding of the product through these feedbacks and accumulated a lot of practical experience. Under such a mechanism, the customer service response speed is getting faster and faster. At the same time, the linkage products solve about 40% of the problems throughout the year. For example, the upgrade of the contract Martingale was driven 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 optimize it better." Vince's in-depth cross-departmental cooperation and practical experience ultimately led to a major change in Vince's career at OKX. After several discussions and learning, he successfully transferred to a product manager PM.
Vince's front-line customer service experience became the key to his successful understanding of user needs and product details after he was transferred to PM. This transformation marks that OKX has broken the limitations of traditional positions and shaped a group of compound talents who can understand user needs from multiple perspectives and promote product innovation. In addition, 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 to user issues quickly, but also have a deep understanding of the latest trends and technological developments in the field of Web3 and cryptocurrency.
In addition, OKX also provides 7x24 hours of intelligent customer service support to further help manual customer service locate and resolve users in advance, improving user experience and service efficiency.
Different from the "machine customer service" and "talking customer service" on the market, basic product-related issues can be efficiently solved through OKX intelligent customer service, which is supported by OKX's powerful knowledge base and can significantly improve the efficiency of solving user problems. OKX intelligent customer service provides convenient transfer to manual service, and users can also switch to manual service at any time. At the same time, OKX manual customer service will actively pay attention to and analyze the interaction time and content between users and intelligent customer service, continuously promote the optimization of intelligent service products, and protect and improve the user's service experience as much as possible.
Change from passive to active, and provide users with safe and reliable services
OKX customer service has broken away from its “defender” positioning and turned into an active user experience designer and responder to user needs.
In the case of the three-party security issue, OKX 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 well demonstrated this highly forward-looking security service concept. By working closely with the security team and the technical team, it proactively provides multi-level and multi-security services such as high-risk withdrawals and large-amount abnormal transfer interception to further ensure the security of user assets.
As of September this year, OKX's anti-phishing risk control system successfully blocked 2,815 suspicious withdrawal operations for 2,636 users, recovering a total of 2.1032 million USDT in assets.
During a routine monitoring, OKX security engineer Vince discovered an abnormal transfer request in the account of user B. With years of security experience, Vince immediately realized that the transfer might not be made by the user himself, so he immediately initiated the emergency response process.
He first notified the customer service team through internal channels, and the customer service team 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 the user's confirmation, Vince immediately coordinated the back-end team to take measures to suspend the suspicious transfer and strengthen the security settings of the account. The entire process, from identifying risks to contacting users, confirming the situation, and taking preventive measures, was completed as quickly as possible with close collaboration between the front-end and back-end teams.
In the end, this collaboration successfully intercepted possible account intrusions and saved users from potential losses. This not only strengthened users' sense of security, but also made the OKX team more convinced of the importance of this collaborative mechanism to ensure user security. Vince later said that such incidents 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 accidentally downloaded a Trojan program disguised as a legitimate software, which led to the theft of assets in his account. The user was extremely emotional, even angry and helpless, and hoped that customer service could provide a solution and recover the losses. After understanding the situation, Vince took the initiative to contact the user and tried to help him retrieve key details in the chaos.
In order to restore the incident as much as possible, Vince patiently called the user several times and patiently guided the user to recall the specific operations before the assets were stolen: every step from downloading the program to logging into the wallet. After three hours of repeated analysis, Vince finally sorted out the complete process of the theft and determined the possible transfer path of the hacker.
However, recovering assets is not an easy task. Vince immediately worked with the technical team to quickly track the flow of assets and tried to contact the hacker many times, but received no response. He then urgently contacted the legal department to develop a safe solution, which ultimately helped users recover all the assets that flowed into the hacker's account. This successful collaboration made users deeply feel OKX's sense of responsibility and professionalism, and also made Vince more determined to maintain the security of user assets.
Sincerity is always the best skill
Globally, many trading platforms tend to rely on automation or a single channel to handle user issues. Especially as the scale expands and demand grows, customer service often prioritizes efficiency and sacrifices in-depth service. In contrast, OKX has chosen a multi-channel, multi-level customer service system to handle different types of customer issues. This strategy can not only respond to user needs in a short period of 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 profit growth. However, OKX's approach is just the opposite. It chooses a path that pays more attention to user experience and gives up prioritizing operating costs and processing efficiency.
OKX has successfully created a "user-oriented" service culture.
Unlike many companies that avoid user issues or only provide automated services, OKX chooses to respond to users through a full range of service networks. For example, in addition to providing multiple channels such as online chat, work orders, emails and phone calls, it also adds social platform channels such as X to establish a trustful and transparent communication environment.
OKX's investment in the customer service system is not only to ensure multi-channel and efficient solutions to user problems, but also to enhance user 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 multilingual support to ensure that global users can get help quickly. On the other hand, this system not only plays 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 "going far and wide", is based on the fact that good service can reduce user churn rate, cultivate more loyal users, and bring a more stable user base to the company.
Through its long-term customer service strategy, OKX not only demonstrates its high sensitivity to user needs, but also differentiates itself from its competitors by building a service culture that is closer to users. This strategic investment may not directly translate into revenue in the short term, but in the long run, it helps OKX gain irreplaceable advantages in trust, reputation, and market share, which will become the key driving force for OKX's future growth.
Perhaps as they say, “Sincerity is always the best way to win.”
Disclaimer
This content is for reference only and does not constitute and should not be considered as (i) investment advice or recommendation, (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 high risks, may depreciate in 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 for your specific situation. Not all products are available in all regions. For more details, please refer to the OKX Terms of Service and Risk Disclosure & Disclaimer. OKX Web3 Mobile Wallet and its derivative services are subject to separate terms of service. Please be responsible for understanding and complying with local applicable laws and regulations.
