Case Study: Customer Service Tool has Inkjetsuperstore.com in the Black
PROBLEM: Inkjetsuperstore.com was unable to collect and respond to visitors' problems on its website.
SOLUTION: Implemented an on-demand solution to collect, analyze and manage visitors' feedback.
RESULTS: Calls to Inkjet Superstore's call center have been reduced by 12,000 annually (roughly 5 percent). As a result of the personal and immediate service it now provides visitors, the site's conversion rate is up 6 percent.
As a seller of ink and toner cartridges for printers, Inkjetsuperstore.com's customers demand their buying process be as quick and simple as possible. They want to find the cartridge they need, purchase it and be on their way. The problem was, this wasn't always how the process went.
Unable to keep its website up-to-date in a marketplace where an unlimited number of printers, copiers and fax machines come out virtually every day, Inkjet Superstore was losing sales. Worse yet, the company didn't even know it. Since it was difficult for visitors to call Inkjetsuperstore.com if it didn't have the specific cartridges they were looking for, consumers simply moved on to the competition.
To address this communication disconnect, Inkjet Superstore hired Kampyle, a provider of feedback analytics, in July 2009. The web-only retailer placed Kampyle's feedback form in the bottom right-hand corner of each page on its website. Visitors can access the tool at any time if they can't find items, find items for a lower price somewhere else, have IT support issues or encounter any other problems.
In addition, Kampyle's tool allows the retailer to troubleshoot areas of its site and fix problems before future visitors encounter them.
"It's the proactive approach to fixing issues," says Ilan Douek, managing director of Inkjetsuperstore.com. "When customers notify us, we fix it at once. Then the next customer and other follow-up visitors don't run into the same issue."
The proactive nature of Kampyle's near real-time feedback tool has produced up to 300 queries per day, reducing phone calls to Inkjet Superstore's customer service department by 5 percent. This frees up customer service reps' (CSRs) time for other tasks, such as reading feedback submitted online to help convert customers into loyal buyers, as well as anticipate customer needs, sales opportunities and site upgrades to better serve visitors in the future.
With visitor feedback in hand, Inkjetsuperstore.com has been able to provide new visitors with better site experiences — new products are more often found on the site, prices are adjusted to reflect the lowest in the marketplace, product detail pages have been improved with images, etc. All of this is the result of data captured from an intuitive form that asks as little of visitors as possible. In many cases, it's not more than a couple clicks, with an option for users to submit their email addresses if they want to hear back from Inkjetsuperstore.com on how the problem was resolved.
"E-commerce is really about a better experience," says Douek. "There's the old saying, 'the best service is no service.' If you give consumers a good experience, they'll never call you."
Fewer calls means more sales. Inkjet Super-store's conversion rate is up 6 percent in the 11 months since Kampyle's feedback form launched on its site. Overall revenues are up too, in part because Inkjet Superstore now has a broader product selection due to the feedback it's collected from visitors who were unable to find their printers on the site.