“In order to keep our consumers happy and to make sure they return to us time and time again, the key to standing out is providing the right information, at the right time,” states Millard, reporting, “We learned this lesson the hard way, when user feedback identified that a high percentage of our online customers were struggling to pull relevant data from the company website and as a result were resorting to calling or emailing the contact centre for a resolution.”
Millard explains that while many brands are investing heavily in social media CRM, often to the detriment of other channels, developing Mothercare’s web self-service options has allowed the company to improve service and at the same time reduce the volume of customer support queries.
“We’ve seen big changes, with Mothercare’s self-service solution now used by 2,000 customers per day,” confirms Millard, who can proudly state that as a direct result, Mothercare now sees “One hundred per cent of customer emails and queries dealt with by the call centre answered within 24 hours.”
This impressive performance is attributable to a three-step strategy to provide consumers with useful information. Primarily, the brand developed a dynamic question and answer feature on their website to rapidly answer common customer queries. Next, this was expanded to offer a more comprehensive knowledge base for staff. Finally, this resource was integrated with in-store systems so staff can access a comprehensive database of relevant information, allowing them to provide customers with expert guidance at the checkout point.
As the results suggest, this scheme has had a highly positive effect on Mothercare’s ability to deal with customer service requests in an effective, efficient manner, highlighting the value of a well-integrated multichannel customer support system.
For further advice on ways to improve customer satisfaction without placing extra strain on service staff, contact numero.