What's new Supermarket reduces contact centre service efforts by 41% with call-to-chat deflection

Are you looking to manage high-volume customer enquiries while improving agent productivity and reducing costs?

CASE STUDY
20% reduction in customer complaints.

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Telecommunications provider improves net promoter score by 53%

Experiencing a rise in customer complaints and churn? Are customer support channels unable to satisfy customer demands?

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Download this case study to learn:

In this case study discover how a customer remediation model:

  • Decreased customer complaints by 20%
  • Reduced case management activity by 70%
  • Improved average handling times by 22%
  • Increase net promoter score (NPS) by 53%
  • Reduced customer transfer rates by 83%
  • Exceeded sales performance targets by up to 103%.


Download now for these insights and more.

SUPERMARKET REDUCES CONTACT CENTRE SERVICE EFFORTS BY 41% WITH CALL-TO-CHAT DEFLECTION

41%

reduction in contact centre service efforts

28%

shift from voice to digital channels

$1m+

savings across employment, infrastructure and operational costs

THE CLIENT

A leading full-service supermarket retailer.

THE CHALLENGE

The client's online retail business was experiencing significant year-on-year growth, with annual revenue increases up to 27%. This rapid expansion put substantial strain on the client's contact centre operations with their call and web chat agents struggling to keep up with the growing volume of customer enquiries, particularly those related to the client's eCommerce platform.

Customers were reaching out through both voice and digital channels, seeking support with issues including order tracking, checkout processes and other online shopping-related concerns. The overwhelming number of these eCommerce-focused interactions led to increased average handling times, slow case management and an overall decline in customer experience.

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THE SOLUTION

To help address the rising contact centre workloads, Probe CX first performed a comprehensive diagnostic analysis to identify the key drivers of customer contacts. This included:

Analysing and identifying the contact drivers
Analysing and identifying the contact drivers by channel and prioritising the processes that were best suited for reengineering, automation or deflection to lower-cost, self-service channels.
Modelling the future-state processes
Modelling the future-state processes to calculate the potential benefits in terms of automation and channel shift.
Developing a roadmap
Developing a roadmap to drive incremental digital uptake and intelligent automation across the client's customer service operations.

Armed with these insights, Probe CX implemented a two-pronged approach centred around call deflection and virtual agent technology:

Call deflection implementation: Oration.

To start, Probe CX integrated Oration, its cloud-based call-routing plugin with advanced speech recognition capabilities. Oration was able to identify callers who were enquiring about the client's eCommerce platform and, rather than forwarding them to a live call agent, redirected them to the client's web chat service. This was enabled through Oration's banner deflection feature, which would present callers with an option to continue their interaction via the web chat channel.

AI-powered web chat support: virtual agent.

To prevent web chat agents from experiencing further strain, Probe CX developed a tailored virtual agent. This AI-powered assistant was designed to handle a significant portion of the order tracking and checkout-related enquiries that were coming through the chat interface.

When a customer reached out via web chat or was redirected from the Oration call deflection system, the virtual agent would provide direct assistance. If the virtual agent was unable to fully resolve the issue, it would pass the customer details and chat history along to a live web chat agent for further support.

The virtual agent was introduced gradually with an initial rollout to only 5% of the client's online retail traffic during limited weekday business hours (9am to 5pm, Monday through Friday). After only eight weeks of monitoring performance and fine-tuning, the virtual agent was expanded to handle 100% of web chat enquiries across an extended 9am to 9pm, 7-day-a-week schedule. The hours are continually increasing and the virtual agent will eventually operate 24/7.

THE RESULT

The combined call deflection and virtual agent capabilities implemented by Probe CX include:

eCommerce-related customer interactions by 41%
A reduction in effort needed for contact centre agents, both call and web-based, to handle eCommerce-related customer interactions by 41%.
28% shift in customer interactions
A 28% shift in customer interactions from traditional voice channels to more efficient digital channels.
achievement of a 96% accuracy rate
The achievement of a 96% accuracy rate for the virtual agent in successfully resolving customer queries.
$1 million in cost savings
The delivery of over $1 million in cost savings related to staffing, infrastructure and operational expenses.

Additionally, in the first six months after the virtual agent went live, there was a 70% reduction in voice calls related to product availability. This freed up the client's more tenured agents to focus on handling more complex customer enquiries.

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