Post by ruhaimaromana22 on Nov 4, 2024 10:44:04 GMT 1
Ulybka Radugi is a federal chain of home and personal care stores. The company has been on the market for over 20 years, and its first retail store was opened in 2001. The business operates in the drogerie format (a store selling non-food everyday goods) and is the largest chain of this format in the North-West and the Volga region and the second largest in Russia.
In 2018, the company began thinking social media marketing service about optimizing the processing of requests across all channels, as well as introducing a single standard for monitoring the work of operators.
The tasks that needed to be solved were:
Move customers to digital channels to relieve the burden on telephony.
Provide customers with a choice of convenient communication channels to maintain a high level of customer service.
Increase customer loyalty through fast and high-quality support.
Determine the method of monitoring the work of operators.
The company had not previously used a chat platform or other similar services. When choosing the appropriate functionality, the management also focused on the company's reputation, implementation speed, the work of managers, and the capabilities offered by the service.
The universal chat platform LiveTex offered:
A single solution to business problems without the need to conclude multiple contracts with different contractors
High quality and a guarantee of stable operation from a company with over 10 years of experience in the market.
Support from a personal manager at all stages of cooperation, assistance in resolving emerging issues and prompt feedback from technical support.
Extensive analytics with key indicators by channels and operators.
The ability to monitor work in real time, as well as additional tools for managing the communication process between operators and users.
Fast implementation and a clear interface so that the employee training process takes place as quickly as possible and unnoticeably for clients.
Connecting new communication channels
Online chat on the website
To solve the problem of transferring website visitors to digital channels, it was decided to first connect a chat to the website . It allows you to resolve a user's issue within a few minutes and increase the conversion of the site. If necessary, the client can attach a file to the request in the chat, for example, a screenshot or a photo of the order.
The most popular questions are requests for a loyalty card, technical and reference issues, clarification of the order status, etc.
To collect contacts of website visitors before the start of the dialogue, as well as a more personalized response, the company added pre-chat fields, where the user can leave their name, phone number and email.
Using routing settings, the company added departments to the pre-chat field, which the client can contact. Thus, the request will go straight to the right specialist.
In the chat, it is possible to rate the dialogue. The company uses this function to analyze user satisfaction. In addition to monitoring all chats with a low rating, Smile of the Rainbow has a Quality Control Department that regularly conducts a free sample and analysis of interactions between operators and clients, provides feedback and works to improve the quality of service.
Messengers
For the convenience of choosing a communication method, the most popular messengers among users were chosen as additional digital channels: Telegram, WhatsApp, Viber. In them, visitors can clarify information on delivery, order status, loyalty card or technical issues. In addition, in these channels, as well as on the website, it is possible to exchange additional files, such as screenshots or photos. This speeds up the process of resolving the issue, since some clients may miss a message in the mail, and messengers and social networks are always at hand.
"I can say that in the era of digitalization, many clients began to give preference to written channels. Every year, the number of requests in written channels increases by 1.5-2 times"
Ramiliya Mazitova, Head of the Contact Center "Smile of the Rainbow"
Chat in the mobile application
Using a ready-made module, a chat was implemented and configured in the mobile application Smiles of the Rainbow. In it, operators quickly respond to any customer requests. Most often, users ask questions about the loyalty card, current promotions and information on delivery and order status.
In 2018, the company began thinking social media marketing service about optimizing the processing of requests across all channels, as well as introducing a single standard for monitoring the work of operators.
The tasks that needed to be solved were:
Move customers to digital channels to relieve the burden on telephony.
Provide customers with a choice of convenient communication channels to maintain a high level of customer service.
Increase customer loyalty through fast and high-quality support.
Determine the method of monitoring the work of operators.
The company had not previously used a chat platform or other similar services. When choosing the appropriate functionality, the management also focused on the company's reputation, implementation speed, the work of managers, and the capabilities offered by the service.
The universal chat platform LiveTex offered:
A single solution to business problems without the need to conclude multiple contracts with different contractors
High quality and a guarantee of stable operation from a company with over 10 years of experience in the market.
Support from a personal manager at all stages of cooperation, assistance in resolving emerging issues and prompt feedback from technical support.
Extensive analytics with key indicators by channels and operators.
The ability to monitor work in real time, as well as additional tools for managing the communication process between operators and users.
Fast implementation and a clear interface so that the employee training process takes place as quickly as possible and unnoticeably for clients.
Connecting new communication channels
Online chat on the website
To solve the problem of transferring website visitors to digital channels, it was decided to first connect a chat to the website . It allows you to resolve a user's issue within a few minutes and increase the conversion of the site. If necessary, the client can attach a file to the request in the chat, for example, a screenshot or a photo of the order.
The most popular questions are requests for a loyalty card, technical and reference issues, clarification of the order status, etc.
To collect contacts of website visitors before the start of the dialogue, as well as a more personalized response, the company added pre-chat fields, where the user can leave their name, phone number and email.
Using routing settings, the company added departments to the pre-chat field, which the client can contact. Thus, the request will go straight to the right specialist.
In the chat, it is possible to rate the dialogue. The company uses this function to analyze user satisfaction. In addition to monitoring all chats with a low rating, Smile of the Rainbow has a Quality Control Department that regularly conducts a free sample and analysis of interactions between operators and clients, provides feedback and works to improve the quality of service.
Messengers
For the convenience of choosing a communication method, the most popular messengers among users were chosen as additional digital channels: Telegram, WhatsApp, Viber. In them, visitors can clarify information on delivery, order status, loyalty card or technical issues. In addition, in these channels, as well as on the website, it is possible to exchange additional files, such as screenshots or photos. This speeds up the process of resolving the issue, since some clients may miss a message in the mail, and messengers and social networks are always at hand.
"I can say that in the era of digitalization, many clients began to give preference to written channels. Every year, the number of requests in written channels increases by 1.5-2 times"
Ramiliya Mazitova, Head of the Contact Center "Smile of the Rainbow"
Chat in the mobile application
Using a ready-made module, a chat was implemented and configured in the mobile application Smiles of the Rainbow. In it, operators quickly respond to any customer requests. Most often, users ask questions about the loyalty card, current promotions and information on delivery and order status.