“The Data-Driven Journey from Email to Automation” Recap

The way customers shop has changed drastically in the last year. Consumers have become increasingly mobile-savvy, and, as a result, prefer modern forms of communication and high-speed customer service interactions. That’s why retailers are moving away from traditional phone and email support and adopting automation and bot-powered help.

If you’re looking to modernize your support operations and need a roadmap, learn from Andrea Schmidt, VP of Campaign Operations at Quotient Technology. Hear how she used data to understand customer behaviors and expectations, which support channels needed to be modernized first, how she went about executing against her roadmap, and why she’s excited for the road ahead.

Watch the full episode on demand. In the meantime, here are some of the highlights:

1. Put yourself in your customer’s shoes and provide the type of support you’d like to receive.

“Before we started doing research on customer support offerings, I took a step back and really asked myself and my team, ‘how do we like to be supported in this digital, fast-paced world?’” – Andrea Schmidt, VP of Campaign Operations at Quotient Technology

2. Ensure that your customer support model is as well-built as your product and is consistent with your brand promise.

“Quotient has been at the forefront of the transformation in retail over the last year. But based on customer data and feedback, we recognized the need to modernize the customer experience in order to better align with our vision and purpose, which is to transform shopping to make life better. Just providing support through email wasn’t sophisticated enough. We needed to deliver help when and where our customers needed it, like on their mobile devices and through chat.”Andrea Schmidt

3. If you’re planning a product launch, ensure that your customer service platform scales easily.

“We started using Helpshift before the launch of our new app. We needed a scalable support model because we knew that our volumes were going to skyrocket in terms of just a completely new user experience within our app, as well as our new product offerings.”Andrea Schmidt

4. Prioritize self-service as the first line of defense before adding automation and human assistance protocols. 

“Because we were also launching our new app, we started by optimizing the self-service help experience before we layered in live chat and automation. Our goal was to maintain ‘consumer happiness’ above all else.’”Andrea Schmidt

5. Go from reactive to proactive and make a plan to shift valuable agent time to more high value tasks.

“So many of our cases were about not being able to print coupons or things that shouldn’t have required agent intervention. So, now that our help is more automated, I’m challenging my team to think about how they can be more proactive and support our users differently.”Andrea Schmidt

Want more details? Watch the full episode to learn more about Andrea’s automation adventure.

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