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House of Fraser & iAdvize presentation - Internet Retailing Expo 2016

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During this workshop, Stephen Brennan, Contact Centre Support Services Manager at House of Fraser talked about how they have deployed live chat, why they chose this communication channel for their online customer engagement strategy and what results they have achieved so far. François Hotte, Customer Engagement Specialist at iAdvize highlighted how the chat engagement strategy has been optimised in order to generate maximum impact in terms of customer satisfaction and online sales.

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House of Fraser & iAdvize presentation - Internet Retailing Expo 2016

  1. 1. How House of Fraser have transformed web chat into a key pillar of their real-time customer engagement strategy.
  2. 2. THE CONVERSATIONAL COMMERCE PLATFORM
  3. 3. THE UBIQUITY CHALLENGE Your customers are EVERYWHERE, they expect you to answer at ANY TIME, in REAL-TIME.
  4. 4. WE ADD A HUMAN TOUCH ONLINE Hi! I‘m about to buy a chainsaw but I have a few questions. Can you help? MARC - Brand advocate Sure! Are you looking for a professional saw or is it for your own garden?
  5. 5. 500+ CUSTOMERS 40+ COUNTRIES ENERGY TOTAL (FR) Entega GmbH Gas Natural (ES) RWE (DE) SERVICES Pole Emploi La Poste DGFIP UWV CARS Citroen Renault Toyota Fiat BMW INSURANCE Amaguiz Direct Assurance Groupama Europ Assistance MAIF Asstel Smile.direct Malakoff Mederic AXA Maaf Mutuelle Générale TELECOM Bouygues Telecom SRR (SFR) Canal+ Sosh - Orange RETAIL Fnac Cdiscount Florajet Monoprix House of Fraser Newlook Ukais Darty Redoute GrosBill Electrodepot Worten Charlotte Olympia Devanlay 3 Suisses Matches Fashion LUXURY Louis Vuitton Christian Dior Christofle Chanel Boucheron Bottega Veneta Christian Louboutin Lacoste TRAVEL TUI DE Air France VSC Marmara Pierre et Vacances Air Austral Corsair Thomas Cook Thalys FINANCE Banque Populaire Crédit Mutuel Boursorama Banque Monabanq Fortuneo Beobank Cofidis Cofinoga Sofinco Cetelem VIVUS AXA Banque Groupama Banque Natixis Banque Degroof 6 YEARS . 170+ TALENTS . 10+ NATIONALITIES . 9 CORE VALUES . 100+% GROWTH/Y . 5TH GPTW . FAST 50
  6. 6. INTERVIEW WITH STEPHEN BRENNAN Contact Centre Support Services Manager
  7. 7. WHAT ROLE DOES THE WEBSITE PLAY IN THE HOUSE OF FRASER BUSINESS?
  8. 8. 20% OF GLOBAL SALES ARE ONLINE
  9. 9. WHY WAS THE CHAT CHANNEL IMPLEMENTED?
  10. 10. Reduce volume of emails Improve customer satisfaction Increase online sales
  11. 11. HOW HAS CHAT BEEN IMPLEMENTED TO ACHIEVE THIS?
  12. 12. Deploy chat on Customer Support pages Customer Support Pages 50% OF CHAT CONTACTS
  13. 13. CARE Visitor : Hello Agent : Hello, you're chatting with Rochelle. How can I help you? Visitor : My order was sent to my work address by mistake I am tracking it and it says courier received do you know what that means please Agent : It means it has been handed to the courier for delivery. Visitor : phew thanks I thought someone had received it. As I phoned them and no one has signed for the package yet Agent : It'll be marked as delivered once it's been signed for. Was there anything else I can help with at the moment? Visitor : Thanks The visitor has closed the chat window. Agent : It appears as though you've closed the chat. If you do require any assistance, we're available on webchat until midnight this evening. Have a nice day! The agent has closed the chat window. > VISITOR EXPRESSES SATISFACTION THROUGH THE SURVEY
  14. 14. Deploy chat on Customer Support pages Checkout funnel & shopping cart 50% OF CHAT CONTACTS
  15. 15. SALES Visitor : Hi. I am about to place an order and am ordering two sizes for choice. I was wondering whether returns are free? Agent : Hi there, you're through to Kizzy. Yes, we include a freepost returns label with your order. Visitor : That is great. Many thanks The visitor has closed the chat window. >VISITOR CONVERTED AND EXPRESSES SATISFACTION
  16. 16. WHAT ABOUT THE HUMAN RESOURCES DEDICATED TO CHAT?
  17. 17. 8chats / hour / agent 30secs 1st response time 14 chat agents
  18. 18. WHAT RESULTS HAVE YOU ACHIEVED SO FAR?
  19. 19. 29% CONVERSION RATE
  20. 20. +20% AVERAGE BASKET VALUE
  21. 21. 88% CUSTOMER SATISFACTION RATE
  22. 22. 20% OF OVERALL CONTACTS ARE CHAT CONTACTS
  23. 23. 30% OF OVERALL CONTACTS WILL BE CHAT CONTACTS BY END OF 2016
  24. 24. WHAT NEXT?
  25. 25. François Hotte, Engagement Specialist at OPTIMISING THE ENGAGEMENT STRATEGY
  26. 26. 0 10 000 20 000 30 000 40 000 JanuaryFebruary M arch April M ay June July AugustSeptem berO ctoberN ovem berD ecem berJanuaryFebruary M arch April M ay June July AugustSeptem berO ctobreN ovem breD écem bre DonnéesconfidentiellesetréservéesexclusivementàGrosBill 3 new buttons: + sales checkout +Contact us page + Email deterrent CONTACT EVOLUTION & FORECAST Perimeter extended: + Orders & Return +content +customer care Fixed button only Average 2015 Nb of chats New Revenue Strategy + Product pages + Category pages 2015 2016 Progressive channel shift + Staffing optimisation New messaging channel Chat on Mobile Black Friday + Christmas
  27. 27. x3 Response rate (new rules) MEASURE SERVICE RELEVANCE INCREASE BASKET VALUE +8% Average Basket Value ENSURE CONVERSATION QUALITY +4pts Satisfaction rate -30s Chat Closing time MONITOR RESPONSIVENESS STRATEGY Objectives to reach within the next 3 months
  28. 28. INCREMENT VS CONVERSION Customer Journey Enga Customer order confirmed CONVERSION RATEINCREMENT RATE HIGH INCREMENTAL VALUE, LOW CONVERSION RATE HIGH CONVERSION RATE, LOW INCREMENTAL VALUE Landing just arrived on the website Discovery discovering website, have not yet seen any product pages Looking looking for products, but have not opened a basket Shopping have a basket, finalizing their shop Buying checkout funnel
  29. 29. GRAPHIC DESIGN
  30. 30. CONTACT RATE: 0,6 to 1,2 % An overlay button lies on top of the page scroll (always visible in the bottom right hand corner of the browser) with a visual, a title, a catchphrase and a call-to-action button. ENGAGEMENT METHOD Overlay button
  31. 31. CONTACT RATE: 2 to 5 % In escalation of the overlay button, the proactive chatbox helps catch the visitor’s attention. It is displayed with an automatic message that looks like it has been sent by an agent. It has to be used carefully to avoid being too intrusive but is really powerful after a long time spent on the page. ENGAGEMENT METHOD Proactive Message
  32. 32. The new strategy will be run on half of the chat audience to test its efficiency. Also, thanks to multi-variate testing we will run two different designs, one with an avatar, one without. ENGAGEMENT METHOD Multivariate testing vs. C D
  33. 33. ENGAGEMENT METHOD Multivariate testing Eligible visitors Whole website visitors C D A B Eligible Visitor (rule triggered) Agent available + A B New strategy Results for each targeting rule Dispatch Old strategy C D RANDOM ATTRIBUTION TO A/B SAMPLES CONDITION
  34. 34. ENGAGEMENT METHOD Mobile
  35. 35. TARGETING STRATEGY
  36. 36. Each page view Each product list page view Each search result page view Each product page page view Each basket page view Each checkout page view VISITOR SCORING IMPACT +40pts +1pt +5pts +10pts +15pts +15pts SCORING STRATEGY Engagement scoring
  37. 37. SCORING STRATEGY Visitor’s Journey Enga Customer order confirmed Landing just arrived on the website Discovery discovering website, have not yet seen any product pages Looking looking for products, but have not opened a basket Shopping have a basket, finalizing their shop Buying checkout funnel
  38. 38. SCORING STRATEGY Visitor’s Journey Enga Customer order confirmed Landing just arrived on the website Discovery discovering website, have not yet seen any product pages Looking looking for products, but have not opened a basket Shopping have a basket, finalizing their shop Buying checkout funnel X X 201 75 100
  39. 39. TARGETING STRATEGY Product Pages INV Chat Call Video Community chat Page(s): Any product page Criteria: Product value = £90 or more Customer scoring >19 To limit volumes, we apply a filter to display the overlay button and message to visitors with products worth more than £90. This will increase overall average basket value and enable agents to focus on added value chats. FIX OVL 35s MSG 1min *ATS : Average Time Spent
  40. 40. TARGETING STRATEGY Product Pages (with initiated basket) INV Page(s) : Any product page Criteria: Product value = £90 or more Customer scoring >74 + has a product in his basket Same principle as the previous rule, we’ll trigger the button earlier to visitors who are still searching for a product despite already having a product in their basket. This will maximize up-sell opportunities. FIX OVL 30s MSG 50s *ATS : Average Time Spent Chat Call Video Community chat
  41. 41. STAFFING
  42. 42. Generate an adapted volume of qualified chats (=material) Targeting Create a great customer experience that optimises results Best Practices Set the right conditions to use your resources wisely Staffing Communicate the right information with the right tone, at the right time. Right tone 2nd link in the chain, optimised staffing is an essential lever to generating the best ROI possible! 4 ESSENTIAL KEYS TO OPTIMISING ROI
  43. 43. 0 750 1 500 2 250 3 000 8h00 9h00 10h00 11h00 12h00 13h00 14h00 15h00 16h00 17h00 18h00 19h00 20h00 21h00 22h00 23h00 Contacts Missed Opportunities For ideal staffing, X extra agents are required on the 11-1pm time slot and X between 7-10pm. It would allow us to handle XX additional chats per week. Our objective: Drastically reduce missed opportunities to generate more T/O +X agents +X agents HOW TO OPTIMISE PRESENTATION
  44. 44. 1. TO REDUCE CONTACT FORM SUBMISSIONS & EMAILS 2. ORDER CONFIRMATION MESSENGER Find out about Messenger for Business
  45. 45. Thank you
  46. 46. Follow us on Twitter :-) @iAdvize_uk

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