Drugstore.com Gartner Slides
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    Drugstore.com Gartner Slides Drugstore.com Gartner Slides Presentation Transcript

    • 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