Back to Case studyFashion e-Commerce Organisation Leverages Cloud-Native Smartflo to Launch its Dedicated Voice Helpdesk for Customers
ShareIntroduction
The company is an emerging, yet trusted player in the fashion industry, established by women entrepreneurs who carry a wealth of experience in garment designing. They tailor their products as per the latest trends, customer preferences, and offer them through a secure e-commerce platform.
With its strong focus on garment quality and aesthetics, the company has successfully garnered patronage of buyers who are choosy about their outfits for different occasions. The organisations’ employees from work from three cities, contributing to its consistent success – they ensure conformance to buyers’ specifications on each order fulfilled. The company has also designed outfits for some of the A-list actors working in south Indian films.
Expanding operational capacity since its inception in 2017, the company needed a dedicated business phone line to respond to customer queries. A generic telephone service could not meet its requirements. To set up a full-featured contact centre cost effectively, it decided to go for a cloud solution.
Smartflo – the cloud communication suite offered by Tata Tele Business Services (TTBS) has helped many companies to establish their customer support centres without investing in legacy systems and complex cabling structures. After getting a demonstration of the product, the company finalised its decision to install the same for its voice helpdesk service.
Business Challenges
The fashion e-commerce enterprise’s workforce had been routinely answering queries for available products and updates on orders placed. At times, the buyers called in to personally explain their preferences for tailoring an outfit ordered from the online platform.
To provide the best of customer experience, the company wanted to set up a dedicated call centre service. However, it did not have enough time to bring in the phone lines and other hardware tools that are used in assembling legacy contact centres. More importantly, it wanted to harness the benefits of digitalisation and was aware of cloud-based helpdesks.
While signing up for a cloud-native system to communicate with its customers, it sought some specific features:
- The application had to offer ease of call monitoring and recording so that supervisors could provide pertinent feedback to agents and maintain quality of communications.
- It was also essential to maintain privacy in all communications.
- The team preferred an informative dashboard that could show daily call detail records (CDRs) – call volumes, nature of enquiries frequently received, time taken by agents on each interaction, and lead generation potential.
As they were going in for cloud-based service, they expected the ease of logging in from anywhere. It also had to be integrated with their CRM system.
TTBS Solution
The Smartflo solution architect from TTBS configured our cloud communication platform for the company with an appropriate number of channels for inbound and outbound calls. The deployment was quick and hassle-free as it did not involve physical infrastructure.
The employees could login to their Smartflo accounts from any device connected to the internet. They only needed to plug in softphones to receive and dial out calls
Smartflo had all the attributes to make call management and customer service simple for the e-commerce company:
- Managers could enter into ongoing conversations from their privileged accounts and could record them directly from the platform – the clips could be saved on their device or in a secure cloud resource
- While Smartflo allowed supervisors to monitor calls, the communications were also protected with 128-bit AES end-to-end encryption – this implied that no unauthorised person could snoop on the company’s interactions with its customers / stakeholders.
- Smartflo’s intuitive dashboard delivered daily CDR reports with data on calls received / made and their durations, staffed time, and the break reports for each employee in customer service team.
Our cloud communication suite integrated seamlessly with the company’s CRM app, enabling agents to access customer information as soon as they received or made a call.
If the agents had to use Smartflo from their mobile phones for outbound calls, their personal numbers remained masked. All logins to accounts were secure with multi factor authentication.
TTBS continues to offer round-the-clock technical support to the users and per our SLA terms, we maintain a consistent uptime of 99.5%.
Benefits
- Optimised customer experience built by higher availability of services and IVR based routing to specialists
- Multiple security layers to ensure logins by authorised personnel and keep communications encrypted
- Better business intelligence from call logs and analysis of the selections made by callers on IVR
- Cost savings on phone line maintenance and ease of scaling without CapEx
- Higher agent productivity with direct access to customer details on a system integrated with other databases
