The document outlines IPVanish's customer service playbook, which focuses on maintaining high customer satisfaction and loyalty through 24/7 support, multiple support channels, well-trained agents, and continuous improvement based on customer feedback metrics. Key aspects include offering support via email, chat, phone, and social media; an AI-powered knowledge base that resolves 700 tickets per month; and measuring NPS, chat/email ratings, app reviews and third party reviews to identify issues and improve the customer experience. The goal is to sustain high NPS scores above the software industry average through this metrics-driven and customer-centric approach.

1. Customer
Service
Playbook

2. IPVanish Customer Service Playbook, July 2019 2
Contents
Customer Service Model 3
24/7 Customer Service Coverage 4
Versatile Tools 4
Multiple Customer Support Channels 5-8
Customer Service Agent Training 9-10
Support Team Intercommunication 11
Customer Satisfaction Measurements and Improvements 12-16
Results Over Time 17

3. IPVanish Customer Service Playbook, July 2019 3
Customer Service Model
The metrics-driven approach to customer service at IPVanish delivers cost
efficient and industry-leading support. With customer-centric tools, a
comprehensive knowledge base, and empathy-based agent training, we’ve
succeeded in sustaining Net Promoter Scores (NPS) in the 50s, far exceeding the
software industry average. Because NPS measures how satisfied customers are
with our product and service, we use NPS as well as other key metrics to routinely
gauge and tweak our approach.
• We provide 24/7 customer support.
• We use customer-centric tools that streamline resources and enhance
communication.
• Multiple support channels provide customers with options that suit their
needs.
• Communication within and across departments resolves issues before they
become serious problems.
• Customer service metrics provide valuable feedback and drive
improvements.
Customer Satisfaction /
Brand Loyalty
Multiple Support
Interaction Channels via
Customer-Centric Tools
Well-trained Customer
Service Support Agents
and A.I. 24/7
Customer Feedback
/Satisfaction Metrics

4. IPVanish Customer Service Playbook, July 2019 4
24/7 Worldwide Customer Service Coverage
Versatile Tools
IPVanish’s worldwide support team uses customer-centric tools for optimal
output and efficiency. Customer service agents are able to use one channel for
email, live chat and phone support. Our agents use Five9, a contact center
softphone, and ZenDesk, an omnichannel support platform for tracking,
prioritizing, and solving customer issues. This streamlined model supports growth,
enabling us to rapidly expand our support team to anywhere in the world with just
a USB headset and access to ZenDesk.
By using a “follow-the-sun” model, the IPVanish customer support team
operates 24/7, providing coverage for millions of our existing and prospective
customers. Our unified customer service support team consists of over 100 agents
throughout the United States, Mexico, Canada, Philippines, India, Belarus, and
various remote locations all working together. Following the path of the sun, four
work shifts operate within a 24-hour period, with two-hour overlaps between shifts.
As the sun is setting in one region and a shift is closing down for the day, the next
shift is already fully ramped up in another region, providing continuous high-quality
coverage to customers.
Shift 1
(0100-0900)
Shift 2
(0700-1500)
Shift 3:
1300-2100
Shift 4:
1900-0300

5. IPVanish Customer Service Playbook, July 2019 5
Multiple Customer Support Channels
Customer service at IPVanish
provides email-based ticket responses,
live chat, phone, and social media
coverage with live agents, as well as A.I.-
based support and a self-service
knowledge base. By offering multiple
support channels, we’re able to engage
with our customers using the medium
that best suits their individual needs.
Email/ticket support is our
primary assistance channel and is served
by both customer service agents and
artificial intelligence. Customers contact
us either by email or via support ticket
form; both options place the request for
assistance into our Zendesk queue.
Deep learning and artificial intelligence enable some customer inquiries
in our ticket system to be resolved without human intervention. Meanwhile, our
self-service knowledge base and A.I.-powered AnswerBot deliver answers to
frequently asked questions. AnswerBot resolves an average of 700 tickets monthly,
reducing the number of support touchpoints by empowering customers to locate
answers to their requests within relevant helpdesk articles.
Based on 2019 Q1 and Q2 support contact data
Support Channel Customer
Contact Ratios

6. IPVanish Customer Service Playbook, July 2019 6
Upon contacting us, the customer receives a confirmation email with the
ticket ID, as well as some information from AnswerBot recommending three articles
related to the customer’s query. The customer then has the option to review the
articles and close the ticket themselves. Or, if the customer isn’t able to resolve the
issue via one of the articles, the ticket remains in the queue and the customer is
contacted by a live support agent within the day.
Our self-service knowledge
base continues to develop and grow
daily. As we receive inquiries, we
continually add to our already
extensive support documentation,
which currently contains hundreds of
articles. Virtually anytime we see new
issues or opportunities to help
customers, our dedicated content
writer creates support articles. Customers are then able to search and find answers
to most frequently asked or timely questions.

7. IPVanish Customer Service Playbook, July 2019 7
Additional automated processes, such as automated refunds, also allow our
customers to complete their requests without further support interaction, leaving
them more satisfied.
Live chat serves approximately
950 chats daily. Pre-defined replies to
common customer questions enable our
agents to optimize productivity by
engaging in multiple live sessions
simultaneously.

8. IPVanish Customer Service Playbook, July 2019 8
Our most recent addition, phone
support, was introduced to IPVanish for
the first time in late 2018 and is
continually gaining usage. Phone calls are
recorded and monitored for quality
control. We monitor and review calls
directly and through customer feedback
to ensure our agents are courteous and
helpful to our customers.
Social media support drives customer engagement and is a growing
medium for our customers to contact us. It’s also a quick indicator of any outages
or issues with our service. We typically see between 30-50 incoming social media
messages a day. Dedicated agents assigned to social support assist customers on
Facebook and Twitter via SproutSocial.

9. IPVanish Customer Service Playbook, July 2019 9
Customer Service Agent Training
Our product knowledge and empathy-based training program ensures that
every customer service agent is prepared to offer our clients the highest quality
service. Beginning on day one, agents undergo comprehensive skills and
knowledge training via a proprietary online platform called VPN University.
Training takes place virtually, but agents go through modules with the support
manager who leads the lecturers and group interaction. Training, which is tailored
for the cultural and geographic needs of the students, lasts three weeks. After
completing the online courses, trainees then shadow a senior team member or
lead on the support channel(s) they’ll be working (i.e. ticket, phone, chat).
Agents are also trained to ensure they fully understand their job
expectations and responsibilities which include a high degree of technical
knowledge, effective written communication skills, and the willingness to
continuously improve. Agents are required to submit writing samples and receive
ongoing training in professional writing style, composition, word choice, and
reading comprehension.

10. IPVanish Customer Service Playbook, July 2019 10
Following a month of hands-on experience, the agent receives soft skills
training. This in-person training is designed to help the agent become more aware
of their own habits and personal biases so that they may augment negative
behaviors that could impact consumer outcome and customer satisfaction. The
goal is for agents to become more self-aware and be able to make course
corrections as needed.
Soft skills training takes place in “Empathy,” “Conflict Management /
Resolution,” “Explaining Difficult Concepts, and “Teamwork,” as well as “Chat
Etiquette and Professionalism.” Agents are trained to listen carefully to the
customer’s concern, empathize with their issue, and to help the customer identify
their desired outcome. Determining what the customer hopes to achieve from the
interaction and then making it a shared goal, empowers the customer service agent
to then utilize the available resources to find the best possible solution.

11. IPVanish Customer Service Playbook, July 2019 11
Support Team Intercommunication
In recurring weekly meetings with team leads, management also
communicates changes to tools and ongoing issues with the IPVanish apps or
service. Through these meetings, communication flows up and down the chain via
standup reports in Geekbot, a feature of Slack. Here, team leads and backup leads
respond to agent questions in order to discover issues, concerns, and areas for
improvement. All answers are read and responded to by management, who are
actively engaged in day-to-day operations. Then a weekly summary of all updates is
sent out to all agents regardless of level to keep everyone informed. Through the
weekly discoveries from standups, opportunities for agent retraining and product
improvement emerge.

12. IPVanish Customer Service Playbook, July 2019 12
Customer Satisfaction Measurements and
Improvements
Our products exist in a dynamic world; therefore, we constantly update and
supplement our customer service training to reflect current patterns, as well as our
customers’ changing needs. These updates are derived from various satisfaction
ratings, feedback channels, and direct observations. Our agents periodically receive
live refresher training, designed specifically for them from observed trends.
Through careful monitoring and retraining, we’re able to consistently maintain
customer satisfaction ratings between 85%-90%.
Because there’s a clear correlation between customer satisfaction ratings
and brand loyalty, IPVanish utilizes all available resources to consistently improve
customer service. Zendesk gives our management team access to granular agent
metrics, satisfaction ratings, and support tools which allow us to constantly adapt
and improve or techniques and training.
Customer Support Agent Productivity Metrics
One tool that provides granular metrics is Tymeshift, which visibly measures
minute-to-minute what agents are working on (chats / tickets / calls). The tool helps
agents to be more productive by showing them where they rank among their peers
and gives management insight into an agents’ day-to-day duties.

13. IPVanish Customer Service Playbook, July 2019 13
NPS Ratings
Two weeks after a subscription transaction, customers are sent a survey to
gauge their satisfaction. This Net Promoter Score is crucial feedback from our
customers on what we’re doing right and wrong, which gives us an opportunity to
quickly address the flaws in our products.
Net Promoter Scores range
from 0-10:
• 9-10 are “promoters.”
• 7-8 are “passives.”
• 0-6 are “detractors.”
NPS Detractor Follow-Up
“Detractors” are customers to whom
we provide additional focus. They
immediately receive a supplementary
questionnaire so we can identify their device
type and focus on any trends causing their
negative feedback. Quickly identifying
problems on a particular platform and
relaying that information to our engineers
enables us to fix issues rapidly.

14. IPVanish Customer Service Playbook, July 2019 14
Detractor’s responses are then displayed for the team in a feedback channel,
assigned to an agent, and contacted within two days or less so that we can better
understand and resolve the issues they are experiencing.
Chat and Email/Ticket Ratings
Customer satisfaction surveys are also sent out after the close of a support
chat. Customers are able to leave a thumbs up or thumbs down rating and a
comment. Similarly, 24 hours after a support ticket has been closed, a request like
the one below is sent to determine if the customer received the support they
desired. If not, the customer can be reengaged.

15. IPVanish Customer Service Playbook, July 2019 15
App Reviews
Similar to the NPS surveys, we also display our app reviews in a channel
visible to the entire team. Customers providing negative feedback are quickly
contacted as well for assistance in issue resolution. Negative feedback warrants a
support opportunity and the ability to regain the trust of a customer. In many
cases if properly addressed, a customer like the one in the example below may edit
their initial app review.

16. IPVanish Customer Service Playbook, July 2019 16
Third Party Reviews
We constantly review our ratings on third-party review channels such as
Trustpilot to ensure scores remain high and that any customer issues are
addressed immediately. Like any review platform, closely monitoring scores and
negative feedback allows us to quickly address any issues with our products. Any
negative third-party reviews result in immediate follow-up, similar to our other
channels.

17. IPVanish Customer Service Playbook, July 2019 17
Results Over Time
Our versatile and dynamic customer service model consistently maintains
customer satisfaction ratings far above the software industry average, while
increasing brand loyalty and producing growth. With open lines of communication,
our support teams are directly linked to our development teams for reporting bugs
and overall issues, resulting in quick resolution turnarounds. As we expand, our
tools and processes allow for rapid and efficient scaling. And while careful
monitoring of support metrics keeps customer churn low, customer service agents
are trained to adjust to the changing marketplace and put the customer first.
Feb 2018-May 2019 NPS Data