Case Study
Telco Click to Chat
“
Through our partnership
with Etech Global
Services, we have
reduced our chat costs and
increased conversions
and order value. This
program has brought in
60% incremental revenue
and is a clear winner.
“
V.P., Ecommerce
Quality Assurance Expertise
Increases Sales and
Conversion of Leading Global
Telecommunications Company
Leading Fortune 500 Telecommunications Provider
A leader in the mobile phone industry, this major company has over 93 million customers
worldwide and over 2,000 retail locations. They own and operate one of the largest 4G LTE
networks in the United States and offer data and voice services to more than 200 countries
around the globe. The telecommunications giant offers information, entertainment and
communications through the most advanced fiber-optic network in the nation.
The Chat Sales Problem
Sales are essential to any company’s profits and well-being. In today’s Internet-oriented world,
most transactions occur online, making it vital for companies to provide the same level of
customer service and proactive engagement online as they would in person. Click-to-Chat
programs have greatly aided in online purchases, but stringent and constant agent training and
improvement are a also must to continually raise sales and conversion rates.
This leading telco service provider desired to increase their sales and overall conversion in
order to meet and increase their overall revenue. At the beginning of the study, the company’s
conversion rate stood at 13%, while the industry standard is 14% sales conversion. In order
to efficiently meet their sales and conversion goals, the service provider needed to pair with a
company that could quickly and successfully identify weak program areas and create a plan for
continued progress.
The Etech Global Services Solution
The answer to the low conversion problem was based upon Etech’s proven past experience
with telco chat sales. With the help of their Quality Assurance services, Etech Global Services
designed an improvement process with the Six Sigma approach to improve sales conversion
and sustain those results. Etech’s development process approach was as follows:
Following the steps outlined in the above plan, the QA team at Etech designed a quality audit
form that was customized to ensure all possible reasons impacting overall sales conversion
were captured. The QA team audited a statistically valid sample of sales interactions to identify
Etech
GLOBAL SERVICES
quality inbound, outbound and web chat solutions
gaps in the sales process and approach of the chat agents. Parallel root cause analysis was
performed to gain deeper insights on any external factors that could be affecting the agent’s
morale, which in turn can affect sales conversion.
With the aid of data captured through audits and analytical tools like a Pareto chart,
fishbone analysis and process deviation charts, the Etech team was able to identify
the root causes for the service provider’s low conversion. According to the analysis of
the Pareto chart, Etech Global Services’ audit forms were well aligned with the service
provider’s expectations, and they captured relevant opportunities to improve and drive
the sales conversion. In agreement with the front line sales managers, Etech developed
Case Study
Telco Click to Chat
an action plan to improve conversion rates. As a third party unbiased QA team, Etech
Global Services played the role of a consultant to help implement the action plan to
W H O I S E t ech
G l o b a l S e r v ices ?
drive sales conversion.
1400
100%
Analysis:Pareto chart (80/20 chart)
1241
90%
1200
80%
1000
70%
945
800
712
600
60%
50%
645
40%
511
400
400
30%
317
20%
211
200
10%
0
0%
Not
Probing
Effectively
Identity and
Overcome
Objections
Rapport
Building
Product
Knowledge
Further
Assistance
Active
Listening
Offered Per
Customer
Needs
UpDown
Sell
Etech identified Not Probing Effectively, Overcoming Objections, Rapport Building, Product Knowledge and Further Assistance as the top reasons for low conversion rates.
Overall Sales improvement by 33% from Jan thru April
19.00%
18.00%
17.87%
17.88%
17.00%
16.12%
16.00%
15.64%
15.00%
15.89%
15.55%
14.68%
14.49%
14.00%
15.29%
15.57%
14.57%
13.82%
13.00%
Etech Global Services is a
leading provider of intelligent
sales and service solutions
utilizing inbound and outbound
voice and web chat. We
understand the importance
of customer relationships.
That’s why all of our solution
strategies are driven by the
‘voice of the customer’. Our
stringent QA process ensures
an ever-improving customer
experience. We also gather
critical business intelligence
data from each customer
interaction. And we do
everything with the highest
integrity and quality possible.
These differences allow us
to provide industry-leading
service, stellar CSAT scores,
and high performing sales and
service solutions that enable
our clients to increase revenue
and delight their customers.
12.00%
May
June
July
Aug
Sep
Oct
Nov
Dec
Jan
Feb
Mar
Apr
With Etech’s help, the company was able to increase sales conversions from 13% to 18%
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in one year.
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Results
With the help of Quality Assurance and the process improvement approach, DMAIC(Define, Measure, Analyze, Improve & Control), Etech Global Services was able to
improve Click-to-Chat sales conversion and consistently sustain results 2% above the
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visit our website
www.etechgs.com
email us at
info@etechgs.com
industry standard.
The Fortune 500 Telco provider was impressed with the efficiency and effectiveness
of Etech’s plan. They have currently transitioned chat sales business to Etech Global
Services. The service provider is also planning to expand Etech’s scope of work to
include other sales and service channels for their company.
Etech
GLOBAL SERVICES
quality inbound, outbound and web chat solutions
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