Transition to the system and order with Zendesk help
When a huge MLM company aims high for business growth in a difficult and highly competitive global market of cosmetics, clothes, footwear, and accessories, it can't but stirs interest and respect.
How can one grow several times over keeping their customers and partners' love and loyalty to the brand? How should one change inside for themselves and outside for their customers for the business performance and brand strength to align with the company new positions in the market?
All these questions were to be answered by our client on their way to large markets, and we managed to travel a part of this way together.
What was Faberlic business like at the start of this way according to the client? There were more than 4000 product names in dozens of categories in the catalogue. To cooperate with the company one should use a form at the website and dozens of mail addresses. More than 500 employees are also responsible for customer support and claim resolutions. The average solution time for a standard problem would be 2-4 days, a complicated issue could take a week or more to be resolved.
From the point of view of the company itself, its employees received about 2000 requests a day in different languages and it was expected that the number of languages would increase up to 20. Problems and requests resolution wasn't the employees' main responsibility but it took a significant share of time in their everyday work. As the information system for requests handling, the company used its ERP system, which initially was aimed at absolutely different key concerns of the business.
The aggressive expansion strategy suggested the entry into the markets of dozens of countries and of business volume growth several times over. The question of the major overhaul of the customer support service came up clearly and more acute than ever.
During the project that followed, de facto a professional customer support service was created. Implementing of multi-channel solution Zendesk Support allowed to solve completely the problem of overloading the original ERP system with nonrelevant tasks and to create a unified system of interaction with customers in the universal digital environment of the modern consumer's market. Company website, chats, social media, mail communication – all that became the source of information about the client and the channel of their needs and demands satisfaction, and consequently further sales generator.
The speed of requests handling increased substantially due to the development and implementation by our specialists a subsystem of requests classification Ontec Predictor that is based on machine learning and AI technologies. Here we got an absolute breakthrough: after two weeks of learning at the incoming request flow the time of recognition, sorting and routing decreased to unimportant numbers though being more than 97% precise. So on this criterion AI outperforms steadily even a very experienced manager. At the same time, such precision is achieved at very short descriptions of a problem, just 4-5 words.
Constantly updated knowledge base Guide allows the customer to resolve most of their requests in self-assistance mode even before sending this problem to the company that reduces significantly the number of requests to be handled by managers and makes the average problem solving time 40 times less.
Digital channels integration server has made it possible to interact with the customer equally effectively in all popular social media. And the integrated subsystem Chat allowed a company agent to help the customer "live" having all the information about them, the problem, requests history, and best solutions from the knowledge base in one easy interface.
Direct sales business suggests the employees spend a lot of time "in the field ", so to save manager's flexible work schedule a mobile application Zendesk was implemented, that allows to get full access to HelpDesk system from any place without losing the quality of work with the customer.
And, finally, BI-solution Explorer (in-built business intelligence tool) with a developed reporting functionality in Drill-In mode gave the company management an opportunity to estimate timely the climate of communication with the customer on many criteria, detecting problems in time and solving them even before they transform into serious threats for business.
Successful realization of the project allowed the company to expand successfully into the markets of 42 countries and enlarge progressively company's business thrice within three years keeping the relations with its faithful customers and partners and, thanks to the new customer support system, get millions more of such dedicated fans of Faberlic brand around the world.
The handling time of customer common requests got 40 times faster (used to be more than 100 hours on average)
Time of customer's complicated problems resolution reduced 10 times (from several days to several hours for complicated requests)
A new system of employees motivation considering key metrics of customer service quality was built
CSAT improved by 10% and is still growing (more than 25% of clients participate in quality evaluation on a regular basis comparing to 10% before)