The Warehouse Group’s transformation has been necessitated by a decline in earnings, emerging competitive threats and changing customer expectations. In addition, the business’ operations were siloed and complex. It had three separate call centre teams and five different systems just to manage customer engagement; and there were similar silos in marketing. The Warehouse Group wanted to reduce duplication of effort and costs, and better leverage its scale to serve customers. This led to consolidating its customer engagement activities around Salesforce.
“Salesforce has the tools we need to optimise the customer experience and accelerate our push into digital which is why we selected it to be our primary platform for customer success,” said Anderson.
One of The Warehouse Group’s first transformation initiatives has centred on the use of Service Cloud to integrate call centre teams and enable team members to support customers across all brands. When complete, this integration will give the business the flexibility to allocate call centre resources to whichever brand needs them the most. This will improve the productivity of team members while reducing customer waiting times.
In tandem with this integration, The Warehouse Group is leveraging Service Cloud to allow customers to access support across whatever channel they choose. Both Live Agent and social media messages are accessed by agents via the Service Cloud Console which allows them to manage multiple conversations at once. It also gives them instant access to customer information which they can use to deliver faster, more personalised support.
“With Salesforce, we’ve been able to move away from a traditional, phone-based support model towards enabling our customers to interact with us whenever and however they choose. It’s also helped to increase the efficiency of our digital support channels,” said Anderson.
The Warehouse Group is now working on an Einstein powered chatbot which would be used to provide customers with immediate answers to frequently asked questions, like “Where is my order?”. These inquiries are currently responsible for 20 - 30% of call centre volumes so the potential time savings are huge and will allow agents to serve other customers faster, providing personalised service where it’s needed.