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Call Center Improves Customer Service by Implementing Echopass Call Center On-Demand
TMCnet Communications and Broadband Columnist
One of the biggest challenges in achieving excellent customer service for call center operators is reducing customer wait times and increasing problem resolution. ULTA Salon, Cosmetics and Fragrance has been able to drastically improve call center operations through the use of the Echopass Call Center On-Demand service.
ULTA is now able to provide faster, more complete and more personalized customer service through the seamless linking of the company’s existing RightNow customer relationship management (CRM) application with Echopass’ call center operations and infrastructure. ULTA made the move toward Echopass when company executives realized that inbound contact from customers and in-store personnel had become more complex and difficult for the company to manage.
Agents in the ULTA call center are provided with a complete set of customer information on their computer screens. With this enhancement, ULTA has been able to reduce customer wait times from an average of three and a half minutes to 45 seconds. Resolution on 95 percent of customer issues is realized in 24 hours.
Ron Brown, director of Service and Communications for ULTA was quoted as saying that with the growth of the company, management was becoming increasingly concerned with the fragmented nature of the call center and cyber store email support service. Additionally, there were a high number of dropped calls. Brown stated that management was well aware that outside expertise was needed to resolve the problems. The end-to-end solution provided by Echopass has increased service levels across all touch points including reducing abandoned calls from 25 percent to seven percent.
Echopass Call Center On-Demand enables companies to improve customer service levels through providing agents with the ability to efficiently field both phone and email requests through a single pc interface; leveraging VoIP with soft phones at individual workstations to route incoming calls directly to agents; and adding self-service capabilities to provide customers with quick answers to routing questions.
ULTA was also able to reduce in-bound calls by 36 percent due to the addition of self-service capabilities for routine queries. ULTA realized an improvement in reporting features enabling more efficient staff scheduling and more effective service level management.
ULTA Salon, Cosmetics and Fragrance is headquartered in Romeoville, Illinois. The company opened its first store in 1990, and now markets its own private label line of cosmetics and skin care products.
Echopass Corporation is a privately-held company, backed by the venture capital firms Canaan Partners and New Enterprise Associates. Headquartered in Pleasanton, California, the company provides advanced IP-based call and contact center solutions as a service for mid-to-large enterprises and government agencies.
The results that ULTA has been able to produce through the integration of the Echopass Call Center On-Demand are impressive and will certainly bode well for the company in terms of customer satisfaction. Customer confidence in a product or line of products can be significantly increased if the customer feels they are buying from a company that cares about their business. The increased level of service that ULTA is providing will enable the company to continue its growth without sacrificing satisfied customers.
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