Streets Online, one of the UK's largest online retailers of entertainment products (second to Amazon.com) and part of Kingfisher Plc, has improved its customer service productivity by 20% while reaching the one million mark for customer email management. eGain's eService solution has enabled Streets Online to scale and enhance its service levels in the face of booming business.
A successful business-to-consumer online retail site, specialising in music, DVD, games, videos and books, Streets Online (based in Crawley, United Kingdom) was founded in1996. Director of Logistics and Customer Service, Mike Stockdale, said: "Superior service is key to our success. Unlike high street stores where location and service are crucial, on the Web it is primarily about service. Thus with eGain we have a competitive tool to stay ahead of the online and offline competition."
The collaboration between eGain and Streets Online and its customers has resulted a number of benefits: increasing productivity rate by 20% and reducing support costs by 15%. It has also slashed response times from days to 24 hours. Streets Online has been found that there was much more scope for a proactive approach in letting customers know of changes or alterations to orders and shipment dates. The company is now handling up to 10,000 customer email inquiries per week.
A recent survey conducted by Hewson Consulting reports that only 8% of 210 UK companies assessed, were successful in providing an effective, same-day response to an urgent email, so in view of this statistic, the benefits conferred on Streets Online, by the eGain solution are even more pronounced.
Stockdale adds: “The scalability and flexibility of eGain's solution played a vital role in the recent success of our marketing promotion. We experienced a 150% increase in email volume as a result of running an ad in 'The Independent' newspaper. Through the use of auto-responders and prioritisation of customers, we were able to quickly answer their email inquiries and drive them into the sales cycle.”
Recognising that first impressions are of supreme importance if genuine customer relationships are to be fostered, Streets Online approached eGain Communications, a global eService software provider, for help. Working with Streets Online, eGain analysed business processes and requirements to propose an eservice solution. Streets Online's fundamental requirements were the ability to efficiently scale and respond to growing volumes of email, quality of reporting, prioritisation of inbound customer emails and better customer contact history. After careful analysis and planning, the company deployed eGain Mail™, a component of the eGain eService suite, to seamlessly integrate with its existing systems.
eGain Mail, which routes, tracks and responds to high-volume emails and Web forms, has become a pivotal part of Streets Online's overall strategy for improving customer service. The solution offers a unique reference numbering system (ticket system) that enables Streets Online's Customer Response Team to have close control on the rating of customer issues and judge the appropriate level of response. First time orders are given priority and are processed at optimum speed. The reporting facility enables them to keep a close eye on when the customer contacted them, who dealt with it and when the issue closed. Streets Online was now able to analyse customer trends and service issues, providing them with the ability to quickly redress any issues on the customer's shopping experience on site and to see opportunities for further improvement and business growth.
Stockdale said: "Our customer's experience is critical as it is our brand, and eGain plays a part in delivering the high level of customer experience that we aim for."