INTEGRATED ONLINE STORE AND DISTRIBUTION SYSTEM
The Client
The client is a leading IT manufacturer supplying the computing and communications industries with computers, servers, printing and supplies products. It operates an online store for selected Asia Pacific (APAC) countries, with product fulfillment performed by one of its major distributors in the region.
The Case
The client needed a dedicated and experience contact centre partner who could not only service inbound pre-sales calls but also cross-sell/up-sell additional value added services in its online store. The partner would be required to handle the end-to-end customer transaction including payment processing and coordinate the system integration between the different computer systems in the distribution network.
With Teledirect’s experience in CRM software development and track record in turning a call centre into a profit centre, the client selected Teledirect as it’s implementation partner.
The Strategy
A team was set up to handle all online store enquiries from Hong Kong, Taiwan and Singapore.
Teledirect designed a new Customer Relationship Management (CRM) tool that allowed each Customer Service Representative (CSR) to record the particulars of each caller. All captured caller information was immediately transferred to the client’s web-based online store. Upon checking out from the store, an order acknowledgement receipt was immediately generated sent back to Teledirect’s Telesmart CRM tool for history tracking.
The CSR performs credit card processing using an online merchant account and record the authorisation code into the online store admin tool. Upon entering of authorisation code, the distributor receives an automated order form and arranges for delivery of the products. The CSR is also able to check the delivery status of each order number from the online store admin tool.
The database gathered by the CSR in Telesmart is used to perform data mining, for subsequent up-sell / cross-sell programs. For each new program, Teledirect is involved in the following:
• Outbound telesales to selected customers for up-sell/cross-selling;
• Entry of order in online store
• Processing of credit card payment.
The Result
With Teledirect’s help, the client increased its online store sales by 30% in the first month of operations, and had a return of investment of over 20 times.
The Conclusion
The concept of online store as an alternate direct sales channel will work, when coupled with a proficient pre-sales customer consultant team.
Our Key Measurement of Success:
- Revenue per call
- Revenue per customer
- Abandon rate/service level
- Revenue per sale
- On-time and backlog tracking of issues resolution, escalation
- % and Accuracy of data captured
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