The Challenge
Some consumer product markets have thrived during lockdown. Such products have included garden structures such as marquees, greenhouses and home office cabins. These are relatively high-value consumer products and customer service is often key to securing the sale, particularly where the offer includes design options and accessorising.
Paperclip was approached by the Managing Director of a business operating in the garden structure market. She was aware that demand had increased and recognised the business was missing calls (she estimated around 50 calls a day) and, because of this, losing sales. She was also aware that traditional customer service levels were slipping as her internal team became swamped with the sheer volume of demand.
The Solution
Phase 1 – Capture the enquiry
The first step to addressing these problems was for the client to transfer all calls unanswered after 15 seconds to Paperclip; this is called a ‘delayed divert’. Rules were agreed as to the steps the Paperclip team would take depending on the nature of the call. For example, providing lead times for those enquiring about a new structure. It quickly became clear that the volume of missed calls was closer to 200 per day than 50.
This action ensured all calls were answered and sales enquiries captured. However, this effectively increased pressure on the client’s internal support teams which were often short-staffed due to the implications of Covid-19 for health and childcare. Paperclip monitored the content of calls, identified key snagging points and discussed with the client ways in which it could deliver more value in each call.
Phase 2 – Securing the sale
Over time, the client recognised the value of Paperclip’s services. They decided to divert all calls to Paperclip and, furthermore, asked the Paperclip team to take prospective customers through the online ordering process hosted on the client’s website if required. Rather than simply capturing a sales enquiry, Paperclip was effectively closing sales for the client.
The nature of the products supplied meant many callers were over sixty-five years of age and/or retired. They typically preferred to be taken through the online order placement process over the phone rather than navigating it themselves.
By supporting potential customers in this way, Paperclip’s client was providing customer service that matched the perceived value of its products and the customers’ expectations.
Phase 3 – Improve business processes
The client manufactures its own structures and also acts as an intermediary for quality structures manufactured by a limited number of third parties. To further reduce the pressure on its internal team, the client advised Paperclip to transfer calls relating to third-party products direct to the relevant manufacturer.
Key learning points
- Every organisation misses calls. Whilst it may be chastening to understand the extent to which calls are missed, ignoring the fact will inevitably lead to lost sales opportunities. How much would you pay for a sales lead?
- The relationship between the client and Paperclip developed over time. As the client experienced the services provided and came to recognise both their quality and their value to its business the scope of services was extended.
- Paperclip has built new skills. The age profile of callers was skewed towards those of 65 years of age and above. The Paperclip team really enjoyed engaging with and assisting this age group, a small proportion of whom were struggling to communicate clearly or showing signs of cognitive impairment. Paperclip has created a special training programme for its call administrators to further enhance their skills in dealing with callers with communication challenges and cognitive impairment.
Paperclip
Every conversation with a prospective new Paperclip client revolves around the business challenge they are trying to resolve. The challenge could involve capturing sales, improving customer service, reducing costs or a myriad of other hurdles.
If you have a business challenge, we’d love to hear from you. Just call us on 01246 418181. We’re ready to capture your call!
Hi, I’m Anne Batty, Managing Director of Paperclip. I am passionate about customer service. I believe enduring relationships are built on being open, transparent and trustworthy.
I love questions. So, if you have a question relating to telephone answering – pricing, technical, scope and more – I would love to hear from you at anne@paperclip.co.uk or 01246 418181.
Paperclip’s clients enjoy working with us. I know you will too.