Case StudyLisa Larson

Director of Customer Caredrugstore.com

• Leading online retailer of health, beauty, vision & pharmacy products- $412 million in revenue, more than 800 employees

- Large contact center in Halifax, small contact center in Bellevue

- A customer care workforce of 170 employees, supporting 80,000 – 100,000 customer inquiries per month (mostly via email)

• Need to handle massive amount of questions- drugstore.com has four times as much inventory as the average retailer, which

translates into four times as many questions across multiple lines of business supported by almost 20 web sites.

• Agents assist customers with questions on a multitude of topics, from products and pricing to site navigation.

Customer Experience Objectives• Build a brand known for “uncommonly superior customer experiences”

• Become a more competitive organization in today’s economy by turning customer service from a cost center into a profit center

• Educate customers and utilize each opportunity to demonstrate site features, promotions and product information to provide an enhanced shopping experience

• Use every interaction with customers as an opportunity to reinforce the drugstore.com brand and build a loyal customer base

Approach• Manage a high volume of incoming email requests

- While providing each customer with a positive and personalized experience

• Empower consumers and agents to answer questions regarding thousands of products

• Improve agent productivity and decrease call handle times

• Customer experience technology solutions from RightNow:

• Integrated with RightNow- Internally developed SWAT and Toolbench systems to manage order tracking and agent

mirroring

Contact Center ExperienceEmail ManagementAgent DesktopVoice Order Tracking

Web ExperienceKnowledgebase & Web Self-ServiceLive Chat

Social ExperienceCloud Monitoring

Phenomenal Results• Responding quickly and efficiently to 80,000-100,000 contacts per month

• 15% reduction in agent call handle time; 30% reduction in email volume- Time and labor savings due to decreased phone handle times and email volume

• 25% conversion of chat sessions into product orders on Beauty.com- 10-20% larger shopping carts from chat sessions than non-chat

• Alleviating administrative/IT burden with RightNow Cloud computing delivery model

• Agents access knowledgebase w/ highly relevant, contextual, and timely information

• Steady increase in customer satisfaction and Net Promoter scores

• Chat helps drive revenue through cross-selling, up-selling, and guidance for online purchases

Beauty.com Chat Conversions• Live Chat, easy to use way to reach customers in the midst of the shopping

experience; making agents available to the customer at any time with beneficial information about store and product selection

• Without adding ‘sales pressure’ able to shape the consumers shopping experience and add value

• By tracking customer orders after a Live Chat session, found that order conversion rose by 25% with increased basket sizes

- Customers not only placing more orders after Chatting with agents, they were purchasing products that agents had discussed and suggested to them

• By providing knowledgeable agents as a resource for customers to interact with, we are helping customers find more useful products and information, in turn, consumers are buying with more confidence

Lessons Learned

• Invest early in new customer experience technology that will add value to our business- The longer you wait, the more it will cost, the harder it will be to

implement, and you will miss opportunities to listen to your customers

- The solutions we use from RightNow are expandable and have grown with our business at a low cost

• Provide resources and opportunities for consumers to access self help forums- The easier it is to find the “important information” the more likely an

educated customer is to make a purchase