Case Study: CPG
Reducing costs for a next-generation consumer affairs program
Outdoor gear company turns to HGS for improvements in revenues, analytics, AHT, and the omnichannel CX
At a glance
The client:
An international leader in the innovation and marketing of outdoor products
Scope of service:
- Voice, email, chat, and white mail support for product inquires and complaints
- Turnkey solution providing all resources, technology, and operational management (partially shared with another brand within the company’s expanding umbrella also managed by HGS)
- Enhanced insight and effectiveness through data analytics and knowledgebase management systems
- Automation technology to reduce abandon rates, improve handle times, and improve the customer experience
The solution
Staffing efficiencies and automation reduce costs
How we do it
Leveraging highly trained and experienced staff, HGS implemented digital automation, taking advantage of economies of scale with semi-shared operations, and implemented standardized processes to deliver higher quality service at a significantly lower cost.
Business result
Through savings directly related to recruitment, training, better workforce management, flexibility to support increased hours and call variations, and improvements made to the IVR, HGS was able to reduce the client’s costs by approximately 50% in the first year.
Advanced automation drives reduction in AHT
How we do it
By implementing standardized processes and scripting, and introducing enhanced IVR automation, HGS significantly reduced average handle time (AHT) across all call types.
Business result
Through improvements made to the overall call flow and scripting, HGS realized a 75% reduction in AHT. This alone drove significant improvements in customer satisfaction, abandon rates, and overall workforce flexibility.
New channels reduce abandoned calls
How we do it
Abandoned calls were a major concern within the client’s internal operations. HGS was able to address this pressing issue by providing a chat functionality to help customers address issues across non-voice channels as well as a flexible and effective workforce management system and an enhanced IVR.
Business result
Through enhancements to the interaction channels (IVR and chat) and greater workforce availability, HGS was able to reduce abandon rates from 40% to under 5%, which is a reduction of over 85%.
Sales conversion increase with HGS chat innovations
How we do it
HGS also supported this client with innovative and creative solutions, such as a chat discount option to avoid cart abandonment and a flexible language option for labor cost reduction. Not only did this solution save recruitment and training costs, but it provided a complementary pool of shared resources to support peak seasons and call volatility.
HGS installed a shopping cart abandonment feature to prompt the customer with a message once they abandon the cart that says “Would you like a coupon?” If the customer hits “yes,” then it pops open a chat window with an agent who will give the customer a coupon code and help them finish making their purchase.
Business result
This proactive chat solution supported has helped the client increase conversions by over 40%.
Results
HGS redesigned the internally supported customer service function to deliver a customer experience to bolster loyalty and drive revenue for a recently acquired business. HGS used existing agents to support the acquired organization to dramatically improve the results achieved by the internal support center. Not only did this solution save recruitment and training costs, but it provided a complementary pool of shared resources.
50%cost reduction
75%reduction in AHT
> 85%reduction in abandon rates
40%sales conversion increase with HGS CHAT innovation
