has implemented an on-demand customer relationship management (CRM) solution from RightNow
, designed to provide consumers with 24-hour access to information on items such as delivery timeframes, returns policies and clothing alterations. And, if customers can't see the information they need, the RightNow system first proposes relevant responses — then, if the information is still not what the customer is looking for, sends an email to an agent, who contacts the customer directly.
The RightNow system also provides the firm with analysis of the content and volume of customer enquiries via the web, delivering two key benefits: If an enquiry trend is identified, a new knowledge item can be published in the online self-service environment, helping ensure that the information presented to customers is current. In turn, this helps drive down inbound calls and emails to customer service agents, allowing them more time to handle critical enquiries and meet their customer service pledges — to answer 90% of calls within 20 seconds and to provide a response to all emails in less than 24 hours.
"Our business was founded around providing an excellent customer experience and it is essential that we maintain this ethos both online and offline, especially as the internet is growing in popularity," explains Debbie Lake, head of customer services. "We want our customers to get information when they need it and however they want it. With RightNow, our customers will be able to self-serve in a 24/7 environment on our website — making their experience a better one. In turn, this will make our contact centre more efficient by enabling agents to deal with queries that require a personal touch."