E-Commerce Brand Optimizes Its Customer Service & Achieves 90% CSAT

Modernize Customer Service With Omnichannel Availability

Illicado realized that they needed to scale their online customer service in order to satisfy buyers and the millions of gift card users. The challenge became how to retain the brand's human-centric approach while optimizing customer request processing. Their customer service department also had to contend with seasonal periods—during the winter time, Illicado’s workforce must triple to absorb the heightened request volume.

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Allow customers to choose their preferred contact channels

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Optimize customer service and the handling of complex requests

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Offer 24/7 availability to all customers, regardless of operating hours

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Illicado's customer relations department is made up of several targets. By becoming omnichannel through the SMS function, we now give card users the opportunity to contact us from their cell phones.

Céline Wagnon

Customer Service Manager at Illicado

Messaging That Provides Optimal Support

The conversational platform added two new messaging channels to the existing mix of phone, form, and social networks: live chat on the website and SMS messaging. These channels enable the brand’s customer service to become more efficient and productive.

Call Deflection

Messaging has been deployed on Illicado.com for small businesses, B2C buyers, and visitors. The latter can also initiate an SMS conversation via an IVR connection. This is convenient for agents as well, who can now manage several conversations at once.

Automation

A chatbot is programmed to respond to common requests around the clock, like card activation or order tracking. This has considerably reduced the number of requests that are transferred to the brand’s customer relations team.

Availability

The combination of these two solutions boosts customer service productivity 10x. Response times have also improved. The impact of SMS messaging has also been positive among users, since it enables them to avoid wait times over call and instantly connect with a human agent.

The Brand Achieved Unprecedented Customer Satisfaction Levels

This conversational transformation has boosted user satisfaction for both customer service agents and chatbots, improving brand image and fostering customer loyalty.

90%

CSAT for ticketing—a significant increase since the introduction of messaging

60%

CSAT for fully automated conversations

5 min

maximum resolution time for customer requests

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What also explains this customer satisfaction is that the teams are much more content, much more committed, and can take more time to draft an appropriate response to the most complex requests.