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Leading US Credit Card company transforms their CX with Messaging
De klant
This customer is one of the largest credit card companies in the world that enables over 57 million cardholders to spend smarter, manage debt better and save more for a brighter financial future.
Their core values and emphasises on CX, gives voice to their customer-obsession and their drive to constantly discover new ways to provide effortless experiences. Over the years, the company has built a reputation for outstanding CX, having won highly acclaimed awards in the finance space.
Overstap naar een modern klantmessagingplatform
This Finserv customer keeps CX at the front and center of their offering by employing over 8000 customer service agents located across the continental US and available 24×7. These agents handle queries phone and digital channels.
Their first foray into digital customer service was in 2006 when they launched live chat support on the website. Although live chat was well received by their customers, their Director of Digital Customer Service and team felt they could do even better.
“Ons doel is om een moeiteloze klantenservice-ervaring te bieden aan onze consumenten. We doen dit door hen te bedienen via hun voorkeurskanalen. Als ze een probleem hebben, kunnen ze onze klantenservice telefonisch bellen. Als ze niet willen bellen, hebben ze de optie om ons een bericht te sturen.”
Directeur Digitale Klantervaring, Toonaangevend Amerikaans financieel dienstverlener
Customers would go to the website, click on the ‘Chat with us’ option, and wait in a chat queue hoping an agent is available. They could not switch tabs or leave the page as this would mean missing their turn in the queue and having to start over. If the agent was able to resolve a query, a feedback survey would be sent, marking an abrupt end to the customer service experience.
The team sought to improve this experience with a flow that was familiar and intuitive, similar to texting on iMessage, WhatsApp and other messaging applications. They wanted to adopt a contextual and continuous messaging approach.
Winnen met freshchat
This Finserv company assembled a team to scout for a new partner that will help them to not only scale but to also deliver cutting edge customer experiences.
“We hebben ongeveer 20-30 live chat-providers geëvalueerd om mee samen te werken voor de komende 5 tot 10 jaar in onze CX-reis voordat we voor Freshchat kozen.”
Directeur Digitale Klantervaring, Toonaangevend Amerikaans financieel dienstverlener
During their evaluation, they wanted improvements from three perspectives – the customer, the agent, and the business.
Intuïtieve klantervaringen leveren
This Finserv company’s legacy live chat solution restricted chat to purely website support. In addition to this, using session-based live chat meant that conversation history would be lost after each session and agents would be unable to access any information that had been provided to them.
With Freshchat, this leading credit card provider upgraded from live chat to modern messaging not only on their website, but also on their mobile app using Freshchat’s robust mobile SDK. They also extended their customer service on iMessage using Freshchat’s native integration with Apple Business Chat.
Customers are now able to shift from web support to mobile support seamlessly without having to restart their conversation.
The continuous messaging style of Freshchat allows agents to maintain context of past issues the customer has faced, and lets them provide a personalized experience.
“Messaging is anders dan traditionele live chat. Het is zoals vrienden en familie. Het is blijvend en het is voor altijd. Klanten verplaatsen zich naar deze voorkeurskanalen om met merken te communiceren – Apple Business Chat, WhatsApp, Facebook Messenger of binnen onze mobiele app.
Klanten hebben ons verteld dat dit is alsof ze klantenservice in hun zak hebben, alle berichtgeschiedenis en context is er – het is blijvend en vertrouwd.”
Directeur Digitale Klantervaring, Toonaangevend Amerikaans financieel dienstverlener
De ervaring van de medewerker verbeteren
This Finserv company’s evaluation team was convinced that a solid agent platform was one of the most important factors in selecting a messaging partner. According to them, customers are not the only end users, but also the 8,000 member support team who use the platform everyday to create moments of delight.
They wanted to give their agents a familiar and intuitive interface that would allow them to focus their energy on the customer, and not on complex, clunky software.
“Onze medewerkers gebruiken Gmail, Twitter, Facebook in hun persoonlijke leven – maar enterprise chatplatforms hebben deze complexe en ingewikkelde interfaces die het uitdagend en moeilijk maken. We hadden een tool nodig waarmee onze medewerkers zich comfortabel zouden voelen en die ze graag zouden gebruiken. Freshchat was hier een duidelijke winnaar!”
Directeur Digitale Klantervaring, Toonaangevend Amerikaans financieel dienstverlener
Freshchat’s modern messaging experience made it easy for the agents straight away. With an interface similar to popular messaging applications like Facebook Messenger & WhatsApp, the learning curve was minimal. To put a number on it, agent training time was reduced by as much as 60%. Agents felt less stressed about using Freshchat’s agent interface and were in turn able to provide a better messaging experience to the end user.
Het bedrijf opschonen
With the earlier legacy live chat solution, this leading US credit card provider was not able to bring all their business units (BU) under a single chat instance. The live chat widget was not customisable enough to match different brand styles and websites for each business group. More importantly, there was no way to limit access to customer information for different agent groups and maintain data confidentiality between business units. This was not an ideal situation as different BUs were operating in silos without a seamless flow of customer context.
With Freshchat’s advanced roles and permissions feature, this Finserv company unified all their teams under a single Freshchat instance. Now, everyone has context while key customer information is still protected by retaining the right access controls for the right teams. With Roles and Permissions, they were able to create custom roles with very granular access permissions.
Freshchat not only offered the breadth of features that were critical, but also the depth and granularity to make it work for this Finserv’s enterprise requirements.
Schalen met bots en AI
Due to the scale of their operations, this Finserv company felt that being able to bring their own customer-facing chatbots was a critical requirement. Freshchat’s open APIs allow them to build their own customer-facing chatbot and fetch information from other internal systems.
They receive a wide range of customer queries, some of which are easier to respond to than others. A simple question like “What’s my account balance?” requires an agent to switch screens, login to an internal system, retrieve the account information and paste it back in the chat. This process takes around 3 minutes. With Freshchat, the platform makes an API call to fetch the account information and provides instant responses to customers without human intervention.
Implementing their Virtual Assistant has had a significant impact already, saving over 10,000 hours of valuable agent time. They leverage bots to solve as many customer enquiries in as little time as possible.
“Freshchat’s flexibele API’s stellen ons in staat om onze eigen automatiseringservaring te creëren. We hebben onze Virtuele Assistent ingezet om eenvoudige vragen te beantwoorden. We hebben een betrouwbaarheidsscoresysteem en als de vragen te complex zijn voor de bot om te beantwoorden, draagt deze het gesprek naadloos over aan een menselijke medewerker met de context en geschiedenis voor een meer empathisch gesprek. Deze overdracht is zo naadloos dat de klant helemaal geen actie hoeft te ondernemen – het gebeurt allemaal in hetzelfde chatvenster voor hen”
Directeur Digitale Klantervaring, Toonaangevend Amerikaans financieel dienstverlener
Freshchat not only offered the breadth of features that were critical, but also the depth and granularity to make it work for this Finserv’s enterprise requirements.
Tastbare resultaten
Incorporating Freshchat on their website and mobile app resulted in improved CSAT, a rise in agent productivity and a significant increase in messaging volumes.
- Dit Finserv-bedrijf wordt erkend als het eerste grote creditcardbedrijf dat een naadloze klantervaring biedt via web en mobiel.
- De CSAT steeg naar 4,8/5 van 4,6/5 binnen een jaar na de implementatie van Freshchat. Op de schaal van 1,4 miljoen opgeloste gesprekken alleen al in het derde kwartaal van 2019, vertegenwoordigt dit een significante verbetering in chatprestaties.
- Het aantal opgeloste chats per uur per medewerker is sinds het begin van het jaar gestaag met 65% gestegen.
- Ze slaagden erin om chatvolumes 10x te vergroten zonder het aantal medewerkers te hoeven verhogen, dankzij bots en AI.
“Veel hiervan is te danken aan ontwerpoptimalisaties en flows binnen Freshchat. Het is modern, intuïtief en medewerkers kunnen veel sneller werken. Responstijden zijn een belangrijke indicator van ondersteuningskwaliteit en uiteindelijk leidt een efficiënter ondersteuningsteam tot een betere ervaring voor de klant.”
Directeur Digitale Klantervaring, Toonaangevend Amerikaans financieel dienstverlener
De weg vooruit
In order to learn about consumer preferences, this leading credit card provider enabled the ‘click to chat’ feature on iOS. When a customer tries to call the their customer service telephone line, they are prompted to choose between ‘Call’ and ‘Message Us’. 60% of customers chose to message rather than call.
The preference towards messaging also presents a great opportunity for this leading Finserv company to improve agent productivity. A customer service agent is able to handle 5-6 concurrent chats in the same amount of time as it would take them to resolve one phone call. They believe they can do 50% better in terms of agent productivity as messaging as a channel matures further.
“In de ware zin van het woord stelt Freshchat ons in staat om te allen tijde een ononderbroken messagingervaring te bieden. Nou, we hebben een 10-voudige groei gezien na de introductie van messaging en meer dan 60% van onze klanten geeft de voorkeur aan messaging om contact met ons op te nemen.”
Directeur Digitale Klantervaring, Toonaangevend Amerikaans financieel dienstverlener
The writing is on the wall for enterprise brands. Customers are moving away from traditional channels like phone and legacy live chat. They prefer to use messaging that is user-friendly, familiar and available – be it Facebook Messenger, Apple Business Chat or WhatsApp.
This leading US Finserv company wins customers-for-life with Freshchat, one conversation at a time. You can take that to the bank!
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