Drugstore.com Gartner Slides


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Drugstore.com Gartner Slides

  1. 1. Case Study Lisa Larson Director of Customer Care drugstore.com
  2. 2. <ul><li>Leading online retailer of health, beauty, vision & pharmacy products </li></ul><ul><ul><li>$412 million in revenue, more than 800 employees </li></ul></ul><ul><ul><li>Large contact center in Halifax, small contact center in Bellevue </li></ul></ul><ul><ul><li>A customer care workforce of 170 employees, supporting 80,000 – 100,000 customer inquiries per month (mostly via email) </li></ul></ul><ul><li>Need to handle massive amount of questions </li></ul><ul><ul><li>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. </li></ul></ul><ul><li>Agents assist customers with questions on a multitude of topics, from products and pricing to site navigation. </li></ul>
  3. 3. Customer Experience Objectives <ul><li>Build a brand known for “uncommonly superior customer experiences” </li></ul><ul><li>Become a more competitive organization in today’s economy by turning customer service from a cost center into a profit center </li></ul><ul><li>Educate customers and utilize each opportunity to demonstrate site features, promotions and product information to provide an enhanced shopping experience </li></ul><ul><li>Use every interaction with customers as an opportunity to reinforce the drugstore.com brand and build a loyal customer base </li></ul>
  4. 4. Approach <ul><li>Manage a high volume of incoming email requests </li></ul><ul><ul><li>While providing each customer with a positive and personalized experience </li></ul></ul><ul><li>Empower consumers and agents to answer questions regarding thousands of products </li></ul><ul><li>Improve agent productivity and decrease call handle times </li></ul><ul><li>Customer experience technology solutions from RightNow: </li></ul><ul><li>Integrated with RightNow </li></ul><ul><ul><li>Internally developed SWAT and Toolbench systems to manage order tracking and agent mirroring </li></ul></ul>Contact Center Experience Email Management Agent Desktop Voice Order Tracking Web Experience Knowledgebase & Web Self-Service Live Chat Social Experience Cloud Monitoring
  5. 5. Phenomenal Results <ul><li>Responding quickly and efficiently to 80,000-100,000 contacts per month </li></ul><ul><li>15% reduction in agent call handle time; 30% reduction in email volume </li></ul><ul><ul><li>Time and labor savings due to decreased phone handle times and email volume </li></ul></ul><ul><li>25% conversion of chat sessions into product orders on Beauty.com </li></ul><ul><ul><li>10-20% larger shopping carts from chat sessions than non-chat </li></ul></ul><ul><li>Alleviating administrative/IT burden with RightNow Cloud computing delivery model </li></ul><ul><li>Agents access knowledgebase w/ highly relevant, contextual, and timely information </li></ul><ul><li>Steady increase in customer satisfaction and Net Promoter scores </li></ul><ul><li>Chat helps drive revenue through cross-selling, up-selling, and guidance for online purchases </li></ul>
  6. 6. Beauty.com Chat Conversions <ul><li>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 </li></ul><ul><li>Without adding ‘sales pressure’ able to shape the consumers shopping experience and add value </li></ul><ul><li>By tracking customer orders after a Live Chat session, found that order conversion rose by 25% with increased basket sizes </li></ul><ul><ul><li>Customers not only placing more orders after Chatting with agents, they were purchasing products that agents had discussed and suggested to them </li></ul></ul><ul><li>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 </li></ul>
  7. 7. Lessons Learned <ul><li>Invest early in new customer experience technology that will add value to our business </li></ul><ul><ul><li>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 </li></ul></ul><ul><ul><li>The solutions we use from RightNow are expandable and have grown with our business at a low cost </li></ul></ul><ul><li>Provide resources and opportunities for consumers to access self help forums </li></ul><ul><ul><li>The easier it is to find the “important information” the more likely an educated customer is to make a purchase </li></ul></ul>