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3 case study driven tips for better online customer service

Melissa Thompson | Nov 12, 2017 78 views No Comments

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I’m going to be brutally honest with you – scrap, disband and do away with your customer service unit or whatever department that’s saddled with ensuring customer satisfaction in your organization right now. Why should you keep spending scarce resources on a function that isn’t bringing in the expected ROI? Why go through the stress of maintaining them when you’re losing site visitors and businesses like a leaking faucet?

Now, before you take that recommendation to heart, I have something else to say concerning your online customer service set up. Maybe it’s time you take another look at your online customer experience – and this time- stay as dispassionate as you can.

In fact, I’d request you bring in a third party with no personal interest in your business to audit your online presence. I can imagine you may be wondering where all this is going, right? Alright, you don’t have to wonder any longer.



I want to share with you what I learned overhauling IntelliQuote online customer service process – and hope you glean some insights you can implement into your customer service strategy or tick them off if you’re already doing them.

Fast website load speed can make or break your business

This particular fact has been flogged over and over again. Before I came in, the IntelliQuote site scored a measly 45 and 60 percent on Google’s PageSpeed tool on both Mobile and Desktop respectively.

After implementing most of the suggestions, the site speed shot up to 95 and 100 percent on both Mobile and Desktop respectively. Now, here’s the exciting part; I observed a corresponding increase in the number of subscribers, an average of 20 signups per day. This confirmed past research and articles written on the economic effect of site speed.


An easy to navigate site is essential for exceptional customer experience

Simple design tweaks like a well laid out navigation panel could have a tremendous impact on how long site users spend on your website. After redesigning the site, I compared the session duration of before, and after and I observed a significant increase in the time visitors spend on the website and a drop in bounce rate.

These improvements I believe is an indication that customers loved the new design and are finding the information they want more easily.

Listen to your customers’ feedback

During the auditing stage, I realized that there’s no efficient feedback mechanism in place to interact with the customers.

What I did: Implemented a live chat app on the site that welcomes you once you land on the home page or any page – It’s a hybrid Chabot with the capability to seamlessly route to an agent once it cannot resolve any query. This has led to improved positive ratings and reviews from clients.

Also, social media was integrated into the website, which means whether a customer reached out from any social platform, landed on the site or sent a mail – they’re sure to be attended to promptly.

Final thoughts

Working on this project, helped me realize how profound creating and implementing a customer-focused online strategy could have on the bottom lines and the stress and frustrations you’d be saving yourself and team, so before you go ahead to scrap your CS team, is your process customer-centric?

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