Online Services

gem has delivered email based customer service to US customers for an online loyalty scheme since October 2000.

Prior to gem's appointment our client had front line support in a 'low cost' country with escalations to the US. A key business goal was to direct tier 2 and 3 contacts to their outsourcer to decrease overheads.

Within 6 weeks of transfer gem was managing 3 levels of differentiated contact.

We have also utilised and adapted our CRM system's functionality to categorise, track and report, allowing us to meet a number of key business drivers for this client, including:

Reduction in contacts (and therefore programme costs) - by tracking emails to their source on the client's website we were able to advise them to improve FAQs or add pop up information screens, thus assisting the customer without the need for an email

Segregation of volume into tiers - Kana's reporting and tracking functionality allowed us to segregate volume by complexity, based on where on the site the query originated. This meant we could train specific agents within the team to deal with specific issues and therefore add value by developing expertise in a particular area

Increased automation (bringing cost reductions) - the ability to identify, categorise and analyse email volume allowed us to better utilise automation for certain categories of email. Since go-live gem has increased automation by 40%, simultaneously reducing overall costs and allowing us to utilise veteran agents to manage tier 3 emails which would previously have been escalated to our client's in house teams

First Contact Resolution - the ability to run reports by queue allowed us to link hotkeys to the knowledgebase thus driving best practice, increasing agent efficiency and quality of responses. This functionality also links to our 'evergreening' process whereby information identified as a result of email type, queue or volume analysis is used to update the knowledgebase

Increase in customer satisfaction - by improving FAQs and adding pop up information screens in areas where customers experience difficulties.