ABOUT THE CHALLENGE
1) What issue or challenge did the client want us to address?
Our client faced various issues which stopped them from attaining the sales they wished to achieve. They listed us the following issues
- Abandoned carts and purchases: our client noticed that the ratio of complete checkouts were lower than that of abandoned purchases.
- A proper roadmap to identify the leads: They did have a lead generation system using various analytical tools but had troubles figuring out which one were the potential leads and just not visitors.
- Lead segmentation: our client faced troubles to identify and fulfil all the different requirements of its prospects, they weren’t able to cater all the different needs or ensure the right information was being provided to their clients according to their requirements.
- Lack of customer grievance service: there wasn’t a well built grievance system due to which the complaints of the clients weren’t answered on time.
- Time management issues : our client realised that they were spending a lot of time replying to the different clients almost on the same issue due to which they weren’t able to focus on other queries which could have been important or different.
2) What were the client’s expected outcomes from working with us?
Our client expected us to —
- Come up with a plan which would increase the checkout purchase ratio over than abandoned cart issue
- A well defined and structured roadmap to identify where the leads were coming from so that they could invest more in that.
- A lead segmentation process to help them provide the clients with what they need
- Set up a proper grievance handling mechanism so that they can answer all the complaints on time
- Set up a communicating system to cut back on the time they were utilizing to reply to all the clients.
WHAT WAS THE SOLUTION?
ABANDONED CART
Our client listed the abandoned cart as an issue, upon instigating they realized that the ratio of abandoned cart is more than the actual checkout. So our sales and marketing team worked to figure out the abandoned cart recovery process. This process involved sending email reminders to the customers who had abandoned the cart. The email would be sent within 24 hours after the customer has abandoned the checkout. The email was sent to them within 24 hours as the shoppers mind would be fresh as they would remember the client’s shop and they would remember about the product they were planning on buying.
In this process, the email was customised in a way that matched our client’s preference and our team ensured there was an attractive subject as well to captivate the reader’s eyes. There were a few email testing runs to find out which email gave the maximum response.
Once that particular email was figured, we implemented the plan and within a short span of time, the company started to get the response from their customers. The customers who left the transaction process, completed the checkout which resulted in the increased sales and also the customers returned.
LEAD SEGMENTATION AND IDENTIFICATION
Segmenting leads is very important as it helps to provide the right information to the right audience. Our team ran various campaigns to find out from which sources were the leads generated from and what exactly attracted them towards our client’s website. Once we figured that out, we classified the leads into different segments which catered their needs or interests. Upon segmentation, we started working on making a strategic roadmap to convert these visitors into leads and also bring back the old customers with emails containing exciting deals they could choose from. We also ensured that the emails contained the right information and were being sent to the right audience at the right time. Leads coming from our client’s website that is through their newsletters, contact us forms were the potential leads or cold leads so we sent them appropriate mail including the information they needed on the specific product. But if the leads were coming from paid per click ads or through organic search they were given deals or coupons which they could use to seal the deal with our client.
HANDLING CUSTOMER GRIEVANCE
Answering the complaints or issues the customers were facing on time is necessary as it helps the customer feel satisfied with the service and also keeps them as a regular customer. Our client faced an issue to keep a track on the timeline of the complaints and at times it would be too late to reply to a grievance. For this we introduced them to the new Hubspot feature which is the SLA( service level agreement), in this we set up a customer portal which allowed them to put in their complaints and to track the status of it whether it was underdue or in process or overdue. Our client was given a time limit within which they were supposed to answer the grievance and if they failed to do so under the given hours it would reflect the complaint as overdue, they could also view the number of pending complaints and the time left before it becomes overdue.
CHAT BOTS
Our client noticed that the questions or queries they were getting from the potential leads were almost identical to one another, they had to spend a lot of time answering the same questions which slowed down the other department works or amid all these queries they could have missed out on the important ones which were different. Inorder to cut back on time we implemented the chatbots
For this we asked our clients what were the frequently asked questions and designed a bot according to those questions and programmed it to give out an assigned answer when someone clicked on any of those specific questions. The potential leads used them to solve their query and once they knew what it was they could further proceed with buying the item. The questions which did not have an automated answer would be resolved by our client’s customer care team within the working hours
WHAT WERE THE RESULTS ?
Through various strategic implementations we were able to resolve the problems of our client. Through surveys and campaigns we were able to make an abandoned cart recovery. The sales made from the recovery process increased from 35% to 45%. With the help of segmenting and identifying leads, proper information was delivered to the right audience at the right time.
Not only that, we succeeded at cutting 50%-60% time which was initially utilised to answer the questions with the help of chatbots. We set up a proper grievance system which allowed our client to track and answer the complaints before it’s too late.