CASE STUDY

Leading fashion brand, Missguided, decreases live contacts and costs by 14%

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Leading fashion brand, Missguided, decreases live contacts and costs by 14%

Introduction

For leading online fashion retailer, Missguided, outsourcing a digital solution from CX Company was the first step in its journey to customer service automation. Since its foundation the company has rapidly grown into a multi-channel global brand, delivering more than 1000 new styles every week to millennial women.

Problem & Goals As the company began to experience tremendous growth worldwide, the main contact-channels – live chat, email and social – soon became flooded by the increasing number of customers. When Scott Barker, Head of Customer Care, started his position 18 months ago, live chat interactions were growing at a fast pace, resulting in what he describes as a “double failure”. As Scott explains, “because the customer was unable to find a solution on our website, we consider this a failure.

Eventually the unsatisfied customer would contact us, and this drove up our costs, bringing us to the second failure.” The website was hard to navigate, content was unmanaged and inconsistent, and the help page where most customers would go to find an answer merely consisted of an unstructured list of FAQs. “We needed to make the user experience more intuitive and reduce the amount of contacts gener-ated from the help page” explains Scott.

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Solution After meeting with CX Company, Missguided felt confident in moving forward with a virtual assistant solution. From a technical point of view, the virtual assistant aligned well with their existing architec-ture. They were not interested in a transformational project - they wanted a quick and easy point solution which could be integrated into their existing architecture in as little as 8 weeks.

In just 8 weeks, the virtual assistant went live on the help page of the website with contextual answers based on the user’s location. An internal knowledge base was also launched to streamline the role of the customer-support agents. Starting out with a specific goal – to reduce contacts generated from the help page – the company introduced new metrics such as the contact- help-page ratio.

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85%

van de gebruikerskrijgt een antwoordvia de chatbot

+40punten toename in NPS

Results

During the first weeks of launch, engagement with the chatbot on the help-page was 65%. Fast forward 11 months, engagement with the bot now stands at 80%. This high level of bot engagement has resulted in a reduction in contact and costs by 14%. In addition, the contact-help ratio continues to fall.

In creating a brand that encompasses everything it means to be a millennial girl on the go, every decision the company makes is informed by its customers. While the results prove strong, it is the data-driven approach taken that the Head of Customer Care is most proud of - “Every decision we made prior and post implementation was data driven. If you work data driven, results will follow.”

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Take away and future plans In view of this successful automated digital-engagement strategy, the Head of Customer Care attributes the success to several additional factors which he advises others considering a chatbot to follow:

> Start small with a specific issue to solve

> Data Driven Decisioning If you use data to make your decisions on next steps, results will follow.

> Implement as quickly as possible In the fast-fashion industry, products become outdated quickly, as do digital engagement strategies. It was decided to start small and build in steps to avoid outdatedness on the day of launch.

> Appoint the right people Prior to launch, Missguided dedicated a small internal team of technically-savvy and operationally knowledgably colleagues to receive training in managing and optimising the knowledge base and chatbot.

> Keep track of ROI Investing in new metrics and complementing the chatbot with tools such as Google Analytics has contributed greatly to tracking ROI.

In the upcoming quarter, Missguided plans to further cater to its digitally-orientated millennial customer base by automating conversations within its widely-used social media channels – Facebook and twitter.

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