E-commerce: automate customer service to differentiate yourself from the competition

The customer experience is a real differentiating factor for e-commerce players.

PrintOclock, the n°2 on the market of the online printing has understood it well. By setting up a dedicated customer service team, the company wanted to offer a fast and fluid process for all its customers. However, despite the recruitment of qualified profiles and efficient processes, the team could not cope with the influx of incoming requests.

Fazilah RATIARAY, Printoclock's customer relations manager, manages a team of 8 people who handle requests on three channels: chat, e-mail and telephone. Phone calls represent the most important contact channel with more than 70% of the volume of requests. The telephone channel remains the preferred channel for contacting a customer service department in the majority of companies.

This influx of requests could not always be handled by the existing team, which had an impact on customer satisfaction, since approximately 10% of callers could not be put in touch with an agent.

The objective of a 100% Quality Score was therefore set by the customer relations team. The solution was to quickly implement an "overflow" tool to handle requests that could not be handled by the team. In concrete terms, the Reecall virtual agent only intervenes if the human agents are not available because they are already online or outside the company's opening hours.

Knowing that voice responders offer a degraded experience for customers, Fazilah turned her attention to conversational AI, the most successful technology for handling natural language phone requests.

Reecall was selected to meet this need and within 6 weeks the Printoclock virtual agent was set up and integrated into the Kiamo telephony system. In concrete terms, this agent makes it possible to qualify all incoming requests when the team is saturated. This ensures continuity of service and offers a personalized response to all callers without asking them to contact customer service again.

"The setup was very quick and easy, the interface is very intuitive. We don't need any training."

Customers can speak in natural language and ask questions about the status of their orders, invoices or sales requests. Numerous scenarios can be solved in real time or via automated ticket creation, including

• The status of the order
• Changing the delivery address
• The cancellation
• Sending an invoice
• The request for a quote

Each caller's ticket is automatically tagged to be directed to the right person within the company. The Reecall virtual agent is also integrated with Printoclock's e-commerce solution to provide real-time information to the caller.

A series of automated tasks are also configured to increase team efficiency. During the third quarter of 2022 more than 9500 tasks were handled automatically by Reecall allowing human agents to focus on high value tickets.

Thanks to Reecall, PrintOclock gains in reactivity with its customers and saves in management costs.

The next step will be to create a virtual agent dedicated to order tracking to automate 100% of these requests in "selfcare" i.e. a resolution without a contact with a human agent which is what more than 75% of customers want according to a study conducted by Zendesk.

"The advantage with Reecall is having a filter on the reason for the call and the urgency of the call to select the person in the department best able to meet the needs."

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