4 Online Shops Applying Clever Hacks and Artificial Intelligence to Get the Most Out of Their Customer Service
Online shops that listen carefully to their customers learn faster than others how to make money. Nowhere else can you learn more about the needs and problems of your customers than in customer service. We have looked at four examples where online shops systematically use customer feedback and close the gaps in their customer experience — sometimes with simple tricks, but more and more using artificial intelligence.
1. VanMoof — 80% Less Delivery Damage
There are some really great bikes at VanMoof, a Dutch startup with a linked online shop. It is about nothing less than the reinvention of the classic roadster. At VanMoof, the focus is not just on the product, but also on making sure the entire customer experience is seamless and cool. However, if the customer receives the bike and the packaging appears slightly tattered, the customer experience is not quite as consistent with the stylish brand’s promises. Admittedly, shipping a bicycle is not as trivial as a book delivery. However, if the customer service team is overwhelmed with complaints, you have to show what you are made of. The analysis of the contact reasons was carried out quickly and the problem was identified: logistics service providers appear to deal less carefully with a packaged bicycle than with a TV, which has approximately the same packaging dimensions. What is the solution? Print flat screens on the packaging. The amount of delivery damage has reduced by 80 percent since VanMoof began to use this trick.
2. Modomoto — Processing Time Cut by 30%
The Berlin pioneer of Curated Shopping Modomoto offers men’s fashion in a subscription model. If you can’t be bothered with shopping stress, you can register in a few clicks and fill out a short questionnaire. Style experts put together outfits that customers can try on at home. In the end, you only keep and pay for what you like. The online shop has been working with artificial intelligence for a long time and has adopted a very cautious approach. Modomoto uses parlamind Assist which is based on artificial intelligence and supports the service team when processing customer requests. The AI solution sorts service requests in seconds. As soon as a call center employee begins to process a service request, the artificial intelligence provides suggestions on how to answer. At the click of a mouse, Modomoto employees can select a proposal and further personalise their final response. Thanks to artificial intelligence, the online shop kills two birds with one stone: fast responses to service requests with maximum individuality. In the end, Modomoto saves around a third of the time which the service team can invest in even better customer support. By the way, you can read Modomoto’s entire AI story on our blog.
3. YourChair — Better Service, Better for the Environment
YourChair’s product is noble and its target group is challenging. The online shops provides offices with high-quality furniture. The focus is on design classics by the American furniture manufacturer Herman Miller. Those who pay more than a thousand euros for a chair not only expect a top-class product, but also excellent service. This is why YourChair is always available for its customers and handles around 1,500 service requests per month. However, since the customer service team should concentrate on consulting-intensive customer contacts, YourChair analyses the contact reasons using artificial intelligence. Amongst other things, the service team found out that two percent of the inquiries were customers requesting an invoice via email because they had overlooked the printed version in the packaging or had disposed of it accidentally. Without further ado, the online shop changed its invoicing process and now sends its invoices solely via email. This not only saves a lot of paper, but also half a day of work each month in customer service, which is now used for more value-added customer service.
4. Miinto — Service Requests Reduced by 40%
The Scandinavian fashion online shop Miinto has an interesting hybrid business model. Organised as an aggregation platform, fashion shops from all over Scandinavia and the Netherlands sell their collections not only in retail shops, but also online via Miinto. The additional online channel gives several hundred fashion shops access to three million potential customers who bustle about in Miinto’s online shop. The customer service team, consisting of 30 employees, supports customers in four languages and, during an analysis of the contact reasons, found out that there was a snag in the shipping process. Downloading the order data from the e-commerce platform and transferring it into the national package delivery’s logistics system was too complicated. Now, boutiques connected to the platform can generate a shipping label directly from the order. This means that not only do customers receive a tracking number immediately after placing their order, but also Miinto’s customer service team has reduced the number of service requests by 40 percent.
As our four examples show, it is worth doing an analysis of the contact reasons for every online shop. Those who understand why customers contact customer service can make a lasting improvement to the customer experience and relieve the service team of dealing with less important customer requests. Since analysing the customer service mailbox is laborious, more and more online shops are resorting to artificial intelligence.
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> If you’re interested in learning more about AI at Modomoto, head on over to Chris’ in-depth post.
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