About the Client

Started in 2012, the company is a beauty e-commerce platform offering fashion accessories, cosmetics and wellness products. The company has set itself as a market leader in its segment and is growing at a significantly rapid pace.

CLIENT’s Cx Goals

Provide world-class customer experience across different channels.
Increase customer loyalty by delivering the best shoppers experience leveraging its partner’s innovative approach to provide a "wow" experience to the customers.

Operations Details

It was in 2017 that FiveS Digital started handling the contact center operations (customer service) for the client.

We offered robust omnichannel customer support to the client, including calls, e-mails & chats support.

The client is now operating from two locations with implicit BCP(Business Continuity Plan).

The customer service chat operations are offered in different languages, including English, Hindi and Vernacular(as per need).

Challenges

Repeat Calls were the biggest pain area for the client. The same-day repeat call rate was at 18% and the overall repeat call rate was at 37%.

A high repeat call rate has a significant impact on the overall performance of the process.

What's more, it had a negative impact on C-sat as customers had to place multiple calls seeking resolution.

Another challenge the client was facing - an increasing trend in negative customer VOCs and escalations at CC & social media, which was substandard.

Solution

The project was initiated in Oct’19 with an aim to reduce repeat call rate.

Repeat calls were a result of requesting a snapshot as the customer was required to confirm receipt of the snapshot via call. Moreover, customer calls were received regularly (till 6-7 days) until the product was picked up.
The second grey area where customer calls increased lied between the time of reverse pickup till the time refund was initiated.
Multiple calls were also being placed after the refund was credited to the customer's account. Inquiry calls related to refund were placed by customers especially during the 4-5 days TAT.

During the analysis, the team mapped out the entire process flow and was able to identify improvement areas leading to repeat calls.

The ACPT analysis conducted by our team provided valuable insights on agent-level opportunities and process/technology opportunities.

As far as tier-wise analysis is concerned, call type analysis helped establish the relationship between process gaps and repeat call count.

Solution Approach & Actions

Repeat Calls were the biggest pain area for the client. The same-day repeat call rate was at 18% and the overall repeat call rate was at 37%.

Script Changes / Training / Refreshers

Refreshers planned and executed on the opportunities related to advisor’s skill set.
Changes were made and executed in scripts to share prompt information related to specific call types in order to avoid repeat calls.
Error-proofing (Visual/System) to ensure no vital information is missed out on calls.

Change in Training Approach

Inputs provided by VOCs and ACPT to make alterations in our existing Training programs.
Special focus laid on top contributing call types.
Training sessions included gaining insights from past customer calls to ensure effective customer interaction.

Escalation Desk

Deployed an escalation desk to handle critical queries on priority.
Advisors were instructed to transfer the escalations/critical issues to the Escalation desk promptly.
The customer service team was offered additional rights to provide instant resolution to the customer and avoid repeat calls.

IVR / Process Changes

Process level improvement areas were highlighted to the client in order to avoid customer call backs.
Changes were made in critical processes like return, snapshot, delivery etc.
Error-proofing to avoid gaps in the system, including duplicate entries of account number while processing refunds, highlighting priority customers based on recent complaints, etc.

Prompt Communication Via Sms / Emails

SMS/EMAIL triggers at critical touchpoints/process levels to resolve queries.
Changes suggested and incorporated in the communication process to avoid confusion and angry/frustrated calls.
NDR calling suggested to verify client’s remarks and reattempt deliveries proactively as per VOC.

Result

Significant drop in the repeat calls within just 3 months.
6% reduction in Same Day Repeat calls.
11% reduction in overall repeat calls.
Exceptional impact observed through CSAT scores and customer escalations reported at CC.

Value Additions

As a result of our innovative solutions and implementations, other value additions were made to the customer service process, including:

Instant Gratification

20 Lakhs per quarter saved by FS -Internal Fraud Prevention Team for Beauty, E-commerce platform

Process Improvement

10.5 hrs E-mail TAT reduced from 13 Hrs to 2.5 Hrs by introducing prudent WFM and flow for the customer.

Improved Efficiency

20% efficiency improvement through CRM/Dialer solution integration by Process Improvement Team.

Improved Quality

30% Increase in efficiency for the client’s Quality Team by powering Speech Analytics at dialer’s end by our Internal Technology Team for the Clients' Processes.

Latest Technology

Video call pilot process proposed to provide real-time audio-visual interaction with the customer, addressing their issues, queries and redressals.

Other

Value Additions

Innovative solutions offered to prospective and existing business partners based on the need and relevancy:

CHATBOTS
Fraud prevention & Compliance Investigation as a Service
Android-based IVR for effective collaboration and get feedback in real-time.
Bespoke Dialer and/or IVR
Survey, Feedback and NPS
Multi-level IVR
All kinds of Back office services/solutions, including scanning, OCR, ICR etc., in combination with data entry work.
Automated dialler for advanced API and subsequent integrations with CRMs
Text-to-Speech for personalized information
Digitization and digital transformation, powered by KOFAX, to automate and streamline finance and supplier invoice management.