Thryv [Nasdaq: Thry]: Solving The "Customer Experience" Puzzle for SMBs

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Ryan Cantor, Chief Product Officer, THRYV [NASDAQ: THRY]Ryan Cantor, Chief Product Officer
In the digital age, the concept of customer experience (CX) begins long before a person purchases a product or service. The perception and first impression of a service or even a company can be considered as the first stage of CX. Direct or indirect interactions via marketing media, emails, messages, or calls create a sampling of what a potential buyer can expect as CX. For a business, it is all about delivering a quality experience throughout the purchase/sales and support cycle while remedying all possible missteps on the way. Among the various components that make up CX, three stages—establishing presence, managing direct communication and sales, and managing reputation—define the core tenets of a good CX.

While the bigger and more established companies have a steady hand on leveraging these core tenets to offer a robust customer experience, many SMBs don’t even stand a chance. There are many reasons. First and foremost, smaller businesses focus more on delivering actual products and services. Juggling the nitty-gritty of high-level customer experience is often beyond their control, especially when they rely on point solutions to meet different purposes. For instance, an SMB might be using MailChimp for emailmarketing, Square for payment processing, QuickBooks for accounting, Facebook messenger for outreach, and dozens more for attaining a ‘holistic’ CX delivery. Many SMBs even rely on point solutions from software startups that may not offer any support, service, or training. It is nearly impossible for an SMB to efficiently work with all these solutions, leading to wastage of time, money, and ultimately, an inability to deliver a captivating customer experience.

This is where Thryv makes all the difference.

Thryv provides SMBs with the software and automation tools to take control of their businesses and be successful. As Ryan Cantor, Chief Product Officer at Thryv puts it, “A holistic approach to managing CX can bring a lot of potential to SMBs as well as their customers. Covering all point solutions under one roof, Thryv provides one login and one set of interconnected and interoperable tools that make things simple for SMBs. We help make their business easier.”

Utility Maximization through Smarter Integration

Thryv’s software was founded on the premise that SMB owners struggle to match their CX expectations with the numerous point solutions they have in place. “Aspirin pain-reliever,” is what Cantor calls them; minor fixes that deal with different symptoms rather than the root cause. For example, these companies might use one solution for establishing online presence, one for direct communication, one for sales, one for reputation management, etc.

Thryv allows customers to interact with your business, virtually and digitally


While each one of them addresses one part of the overall CX objective, they inevitably fail to synchronize. Companies have to compile disparate mailing lists, receipts, promotional content, appointment schedules, and more from different SaaS tools, collate all the information and then make decisions on multiple aspects. Thryv offers all these capabilities via a single pane of glass—an end-to-end, client experience management solution that works wonders on all the different CX fronts.The flexible solution can handle multiple things, including managing web reviews, social media presence, and an integrated website, allowing users (customers) to interact with the business in a unified manner.

Direct communication capabilities offered by the Thryv platform enable businesses to upload their contact list into a CRM to get detailed insights and a customizable view of leads and customers. Companies can gain insights such as ascertaining how customers want to communicate—via text chat or email. The platform can even sync the company’s existing calendar, schedule projects, and manage clients’ time/days with optional online appointment booking andpayment processing capabilities. It can easily generate estimates and invoices on the go and help companies get paid faster than ever before.

Recognizing that reputation management is another important facet of CX, Thryv helps businesses take control of their reputation and protect it online. Companies can generate first-party reviews and respond to all of them from one place. Furthermore, the solution can connect different social media accounts, including Facebook, Twitter, Instagram, and LinkedIn, and enable businesses to publish content—or interact with customers—from one place. The platform can even trigger targeted marketing campaigns automatically. Thryv also offers customers an interactive login dashboard, which helps sync their business info across 60+ listings sites and get a fast, modern, mobile-ready website. It can automate tasks such as sending reminders to ensure that the business will never miss an opportunity. The platform also simplifies digital document storage and sharing so that users can securely request, store and share documents directly with their contacts.

In a nutshell, Thryv puts all customers in one place—at the heart of the business. Its customizable customer fields can be tailored to how businesses want to find, filter, tag, and track their contacts. The platform can even analyze internet referral traffic to understand the origin of those interactions, which are then automatically fed into the software. Thryv’s high level of transparency provides a 360-degree view of how a customer interacts with a business and vice versa.

“Thryv allows customers to interact with your business, virtually and digitally,” says Cantor. This has an added value, especially in today’s post-pandemic world, where the utility of contactless, remote, and safe.

ways to engage with customers is an essential requirement for every business.
For example, consider the case of a particular company that wanted to streamline its COVID testing services with the help of Thryv. After implementing Thryv, the client was able to schedule tests, provide documentation, create payment reminders, track them and generate a login on their website for customers — all securely via Thryv’s turnkey solution.

Validating Needs, Solving Problems

With over 20 features and a fully mobile interface, technology previously reserved for big businesses is now at the fingertips of small business owners nationwide, thanks to Thryv. Thousands of small business owners trust Thryv with essential business functions like contact management, text and email marketing, and payment processing so they can get back to doing what they love—running their businesses. Thryv leads on service and believes that if a client buys their solution, they have an obligation to make them successful. As a result, all of Thryv’s solutions are offered with unlimited onboarding options. “This is very relevant, since different individuals learn at a different pace and different time,” says Cantor.

A fundamental priority for Thryv is its time to value. This was on full display for one of Thryv’s clients, a local HVAC business that had been in business for a couple of years. The client had zero reviews on Google since they did not have a professional website. They needed a better way to run their business, and Thryv was able to give them just that. Thryv identified the client’s unique needs and delivered a professional website integrated into the Thryv platform. Soon, the client started receiving automatically generated reviews, and within the first three weeks, the client received 18 Google reviews and gained a 4.7 star rating. The company’s search rankings went up, with more estimate requests and jobs coming through. With their Thryv account, the company could better manage their invoicing, communication via email and text, and organize different internal responsibilities, all in under 21 days. Cantor recalls the client’s glowing email saying how Thryv revolutionized the way they did business, and that their only regret was waiting as long as they did.

Bringing Unified CX to the World

Thryv’s engagement with a plethora of clients has helped the company identify different needs in the marketplace, and in turn, solidify its founding vision.

In this regard, the company is continually working to simplify the process for small business owners who want to give excellent customer experiences as they grow their business. Thryv wants to ensure that it is providing additional capabilities, skillsets, and tools for its clients as they expand, making it a preferred choice for a long-term relationship. “Small businesses should run themselves. We are focused on serving our clients well and delivering value. The accolades and the respect we have received are flattering, but those are all important milestones as we continue to grow and drive our journey forward,” concludes Cantor.

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