Case Study: Customer Service Platform Lifts ideeli's Conversion Rate
PROBLEM: ideeli, an online flash-sale retailer of apparel, accessories, shoes, and home and travel items, needed to scale its customer relationship management (CRM) system to meet the needs of its rapidly growing business.
SOLUTION: Implemented a third-party provider’s CRM system.
RESULTS: Since going live with its new CRM in May 2010, ideeli has lowered its live chat response time to an average of 15 seconds, decreased its customer service abandonment rate to under 2 percent and increased its first contact resolution rate for emailed customer service questions to nearly 85 percent. These improvements have led to an increase in conversion rate among members seeking customer service help.
Launched at the height of the flash-sale craze in 2009, ideeli grew faster than it planned for. Sounds like a good problem to have, right? Well, sort of. The retailer’s rapid growth left its in-house customer service team unable to provide the high level of service that it believed its members deserved.
To remedy the problem, ideeli partnered with RightNow Technologies, a CRM solutions provider. Specifically, ideeli implemented RightNow’s CX platform, including its dynamic agent desktop, web self-service, live chat and co-browse features. These tools have allowed ideeli’s customer service representatives (CSRs) to better handle the influx of traffic to its site in the moments leading up to the close of a sale.
“The overwhelming majority of ideeli’s traffic happens as soon as we send out an email to our membership,” notes Jason Faria, ideeli’s senior manager, customer service. “We have to be able to handle most of our traffic within a very narrow window. RightNow allows us to juggle that many incidents that fast with the staff side being cost appropriate.”
RightNow’s live chat solution has proven particularly effective for ideeli. In fact, more than 50 percent of the brand’s customer service interactions now occur via the channel. With members keenly aware of the time-sensitive nature of ideeli’s sales and its limited product inventories, they frequently opt for live chat to get answers in real time rather than calling on the phone or sending an email. Live chat also allows ideeli’s CSRs to answer multiple product questions at the same time, helping to expedite the shopping experience for members.