Drugstore.com Gartner Slides

Case Study Lisa Larson Director of Customer Care drugstore.com

Leading online retailer of health, beauty, vision & pharmacy products
$412 million in revenue, more than 800 employees
Large contact center in Halifax, small contact center in Bellevue
A customer care workforce of 170 employees, supporting 80,000 – 100,000 customer inquiries per month (mostly via email)
Need to handle massive amount of questions
drugstore.com has four times as much inventory as the average retailer, which translates into four times as many questions across multiple lines of business supported by almost 20 web sites.
Agents assist customers with questions on a multitude of topics, from products and pricing to site navigation.

Customer Experience Objectives
Build a brand known for “uncommonly superior customer experiences”
Become a more competitive organization in today’s economy by turning customer service from a cost center into a profit center
Educate customers and utilize each opportunity to demonstrate site features, promotions and product information to provide an enhanced shopping experience
Use every interaction with customers as an opportunity to reinforce the drugstore.com brand and build a loyal customer base

Approach
Manage a high volume of incoming email requests
While providing each customer with a positive and personalized experience
Empower consumers and agents to answer questions regarding thousands of products
Improve agent productivity and decrease call handle times
Customer experience technology solutions from RightNow:
Integrated with RightNow
Internally developed SWAT and Toolbench systems to manage order tracking and agent mirroring
Contact Center Experience Email Management Agent Desktop Voice Order Tracking Web Experience Knowledgebase & Web Self-Service Live Chat Social Experience Cloud Monitoring

Phenomenal Results
Responding quickly and efficiently to 80,000-100,000 contacts per month
15% reduction in agent call handle time; 30% reduction in email volume
Time and labor savings due to decreased phone handle times and email volume
25% conversion of chat sessions into product orders on Beauty.com
10-20% larger shopping carts from chat sessions than non-chat
Alleviating administrative/IT burden with RightNow Cloud computing delivery model
Agents access knowledgebase w/ highly relevant, contextual, and timely information
Steady increase in customer satisfaction and Net Promoter scores
Chat helps drive revenue through cross-selling, up-selling, and guidance for online purchases

Beauty.com Chat Conversions
Live Chat, easy to use way to reach customers in the midst of the shopping experience; making agents available to the customer at any time with beneficial information about store and product selection
Without adding ‘sales pressure’ able to shape the consumers shopping experience and add value
By tracking customer orders after a Live Chat session, found that order conversion rose by 25% with increased basket sizes
Customers not only placing more orders after Chatting with agents, they were purchasing products that agents had discussed and suggested to them
By providing knowledgeable agents as a resource for customers to interact with, we are helping customers find more useful products and information, in turn, consumers are buying with more confidence

Lessons Learned
Invest early in new customer experience technology that will add value to our business
The longer you wait, the more it will cost, the harder it will be to implement, and you will miss opportunities to listen to your customers
The solutions we use from RightNow are expandable and have grown with our business at a low cost
Provide resources and opportunities for consumers to access self help forums
The easier it is to find the “important information” the more likely an educated customer is to make a purchase

Drugstore.com Gartner Slides

by RightNow Technologies on Jul 28, 2010

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Drugstore.com Gartner Slides — Presentation Transcript