This case study explores how by utilising AI-powered technology and complex call routing solutions, Convai helped a leading Australian retailer achieve a reduction of up to 30 seconds on their average call handling time during a huge sales event.
The retail landscape has undergone dramatic changes in recent years in response to changing consumer shopping behaviours and expectations. As a result, many retailers now operate in an omnichannel environment combining physical stores with online shops and marketplace storefronts such as Amazon and eBay.
This multi-channel approach needs to be supported by a streamlined, customer-centric contact centre that can cope with day-to-day call volumes as well as influxes during peak times. Whether it’s a seasonal spike in calls around a sales event or changes brought about by COVID-19 lockdowns and restrictions, call centres of all sizes have never been under more pressure to meet customer needs.
The Client
A large multi-channel retailer operating over 150 stores plus online shopping Australia-wide (including delivery and click and collect).
The Challenge
The client was approaching a major multi-channel sales event and needed to ensure their contact centre was well positioned to manage the increase in calls, which were projected to double over the sale period.
THE SOLUTION
Oration was simply slotted into their existing IVR setup, fully deployed and taking calls within one day of engagement. To aid with adoption and assist in uptake, Oration was given a persona which helped with staff engagement within the contact centre.
Deployed Features:
Targeted informational banners
Deflection of certain topics during busy times
Easy visual display of caller verbatim (what the caller wanted in their own language) to the agent
Topics presented back to PureCloud for routing decisions
THE RESULT
Day 1 - the client’s contact centre reported a 10% reduction in distribution of call reasons, related to the deflection target topic “where’s my order?”
Throughout the event, there was a consistent deflection of 1-3% of targeted calls per invocation of deflection banner
Average call handling time was reduced by 10-30 seconds where agents used the verbatim in their greeting to caller
No animosity was received from customers observed in interactions with Oration
Contact centre agents reported friendlier and more empathetic customer interactions after targeted banners added context for incoming callers
KEY LEARNINGS
The real time nature of Oration enabled the retailer’s contact centre manager to continually adjust the caller experience on a day-to-day basis, reacting to the rapidly changing call profiles created by the retail environment. Basing decisions on the real time intent data has provided the client with critical insight into customer demands during both ‘business as usual’ periods and peak call times.
The simplicity of the solution supported by adding personification, increased the acceptance of a new technology by the contact centre agents which helped drive real outcomes and savings.
Due to the success of the integration of Oration during this major sales event, the client made the decision to permanently integrate Oration into their IVR set up.
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