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Asos responds faster with eGain

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Online fashion retailer Asos has implemented eGain’s eGain Mail email management solution in its customer services operation.

The software intelligently routes incoming emails and provides automated and recommended responses to ensure agents can process customer queries effectively, efficiently, and consistently. The solution also ensures that complete customer information and interaction history is available to agents, enabling informed interactions for each and every response.

The software has replaced an Outlook-based system and seems to be ticking all the boxes at Asos as it enhances the customer experience while reducing contact handling times and increasing first-time resolution of customer emails.

“eGain Mail has made our whole customer communications process faster and a lot more efficient,” says Matt Hiscock, head of operations at “In the eight weeks since adopting eGain Mail, our email response times have gone from 20% of emails correctly answered within one day to 95% correctly answered within one hour — a dramatic difference!”

“It was essential that the solution we chose could be configured easily without disrupting our service operations or the shopping experience of our customers,” Hiscock continues. “We were really impressed with the ease of integration — it only took two weeks for the email management system to be fully embedded into the environment.”

Asos is now also looking at other ways in which it can use eGain technology to improve performance. “As a next step, we plan to examine how we can utilise and integrate eGain’s customer service forum capability to jumpstart an online customer community and further enhance customer experience through an interactive forum for sharing tips and finding answers to questions,” says Hiscock.

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