Customerengagementmanagementforaleadingconsumerelectronicscompany
Customer engagement on phone, email, chat and social channels: Virtuos helped a global home-appliance maker grow from one service channel — the telephone — to eight, including WeChat, online chat, email and social media.
Industry
Home appliances & consumer electronics
Channels
Eight, up from one
Platform
Oracle RightNow CX Cloud
Social
Listening, sentiment and competitor analysis
Challenge & Solution
Where we started, where we shipped
One channel, rising expectations
A leading global provider of better-life solutions, the company follows a philosophy of entrepreneurial spirit and refuses to be confined by the existing boundaries of home appliances. It relentlessly pursues innovation and change, hoping to lead future lifestyles and improve environmental performance with all-new concepts, technologies, products and services, in its own unique way.
Its customer service started with just one channel, the telephone, and expanded to eight — including WeChat, online chat, email and other social media — to serve customers better. Virtuos helped with that expansion.
The company wanted to improve customer service for sales and after-sales, and to make agents' responses to enquiries consistent. It needed better agent efficiency and activity rates per employee, a shorter turnaround time, actionable customer feedback, a single consolidated view of customer activity for agents, and a way for customers to serve themselves.
Eight channels, one engagement platform
Virtuos implemented a customer engagement management solution to manage the company's processes efficiently and improve customer experiences. It monitors large volumes of service requests and complaints from phone, email, chat and social channels. With agent training and efficiency in mind, Virtuos implemented Guided Assistance, which guides agents step by step to an outcome.
For effective escalations, Virtuos integrated the solution with an SMS gateway, so relevant stakeholders receive escalation notifications by SMS for quick action. Virtuos also delivered an end-to-end social relationship management solution, extending customer service to social channels, with robust social listening tools for customer sentiment and competitor analysis.
Comprehensive reports give the organisation a broad view of the chat channel, including ready-made reports such as the average percentage of chat surveys initiated and completed, for better performance tracking.
Highlights
Faster answers, easier training
Going from one channel to eight came with the processes to support each one — a faster turnaround, happier customers and less time spent training agents.
Reduction in turnaround time in responding to queries
Higher customer satisfaction
Reduction in effort spent on agent training
Modules Used
One engagement platform
Incident Management
Every request and complaint tracked to closure
SLAs & Escalation Management
Escalations sent to stakeholders by SMS
Guided Assistance for Agents
Step-by-step paths to the right outcome
Knowledge Management
Consistent answers for agents and customers
Social Listening & Sentiment Analysis
What customers say, and how they feel
Social Customer Service
Service extended into social channels
Competitor Analysis on Social
Competitor conversations, tracked
Live Agent Assistance
Live chat with an agent
Customer Portal
Self-service for common enquiries
Surveys
Feedback, including chat surveys
Going from one channel to eight isn't a matter of switching channels on. Guided assistance, SMS escalations and social listening meant every new channel arrived with the process to support it.
Amarinder Singh
Senior Director, Virtuos
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