STRATEGY TO DEVELOP & EXPAND DIRECT-TO-CONSUMER CHANNEL
Meeting direct-to-consumer demand with positive customer experience
SITUATION
A global Fortune 1000 consumer products company shifted its strategy to develop an emerging direct-to-consumer channel during the pandemic to support the evolution of purchasing behaviors from traditional brick and mortar to online shopping. This accelerated shift drove demand for additional warranty and sales support at the company’s contact centers, overwhelming their 2021 holiday capacity.
The good news was consumers were flocking to the company’s products, driving growth. The challenge was effectively meeting the very different needs of the shoppers in each channel –for example, accommodating a typical preference of catalogs and phone-based support for older adults versus the more direct online channels commonly used by digital native adults with school-aged children.
THE SYNAPTIC SHIFT
Capto was engaged in developing a consumer experience strategy with four goals:
Standardize CX capabilities globally
Expand capacity and language support for customer service globally
Improve service levels and quality by dramatically improving average speed of answer, first-contact resolution, and self-service capabilities
Preserve industry-leading brandNPS while reducing customer service costs as a percentage of revenue
Capto’s proprietary SYNAPTIC methodology enables the identification of financial and operational opportunities and the delivery of measurable outcomes: increased profit, new opportunities, and operational and competitive advantages via information technology biased toward actual strategy execution. By delving deeper into areas that really matter, we rapidly develop, assess, refine, and deliver thoughtful, customized recommendations and solutions.
In following the SYNAPTIC model, Capto worked with the client to develop a CX investment strategy consolidating global contact center operations to three facilities providing global, multi-language contact centers serving customers in 150 countries. The savings created by this consolidation funded a technology transformation, modernizing the technology stack with state-of-the-art omnichannel support and robotic capabilities enabling self-service.
RESULTS
The results to date include:
Customer resolution time cut by 50 percent
Multilingual support provided increased customer satisfaction with the resolution
Improved response time to email inquiries
Improved CX cost-to-revenue ratio
Future anticipated results from the technology transformation include:
Improved self-service, reducing agent-assisted contact volume•Improved agent productivity and agent experience
Further improvements to support cost-to-revenue ratio
Improved customer satisfaction metrics (CSAT) for support services
Improved customer intimacy, enhancing direct-to-consumer upsell/cross-sell
Standardized global safety and compliance reporting
