Case Study: Dunelm Improves CSAT By 10% With Vonage

Dunelm is one of the largest homewares retailers operating throughout the United Kingdom, with almost 100,000 products, many sold under Dunelm exclusive brands.

With more than 180 stores, they offer personal, friendly, and helpful advice and keep their customers engaged through dedicated social media groups dedicated to each store’s local community.

Challenges

Nick Coleman, Senior Manager, Customer Care, Dunelm, said, “As the company moved beyond solely brick-and-mortar stores and saw an ever-increasing online presence, the customer care team was no longer just a retail support arm.

We became an in-house, largely remote contact centre and transitioned to a completely different service perspective. Because of that, we had a massive need for additional capabilities. We were challenged to review our telephony solution, and if required, make changes at an enterprise level.”

Dunelm had 11 telephony components across 9 suppliers just to support their UK-based business. With evolving business needs, such a set-up was becoming too challenging to manage.

Coleman continued, “We knew we needed a more strategic approach to meet the demands of the business in the present as well as the continued growth that we are planning for.

We needed to find a telephony solution that was foundational in nature but enabled us to continue to grow our capabilities as a multichannel retailer.”

Once they identified their gaps and strategic goals, the Dunelm team began the search for the right provider to support their full digital transformation and meet both their unified communications and contact centre needs.

Solution

“One of the end goals for us was that we needed to find a solution that made our business easier to run so we could enhance the customer journey no matter the type of customer. We knew we needed a solution that provides capabilities right across the enterprise,” said Coleman.

Learning about the benefits of Salesforce Service Cloud Voice, which included reduced call handling times, improved productivity, and enhanced workflows, helped Dunelm narrow down their list of potential providers.

“We had previously invested a significant amount of time, effort, and money to bring multiple contact channels into Salesforce and enable our service strategy that way.

That’s where Vonage Premier for Service Cloud Voice comes in. It’s not just a telephony product, it’s an omnichannel solution that seamlessly enables our agents to work more efficiently.

Not only is Vonage a specialist in the voice field, but with VBC, Vonage’s Unified Communications Solution, part of Vonage Fusion, we found all we needed for enterprise-level communications with one provider,” said Coleman.

Previously, almost 200 contact centre agents had to work with multiple systems, but now Dunelm’s agents access one unified system integrated with Salesforce. Vonage provides efficiency as well as data-driven insights to help analyse gaps and implement improvements.

Results

Dunelm now relies on VBC as the core telephony platform to connect all their stores, integrated with Vonage Premier for Service Cloud Voice for increased productivity, data, and intelligent customer connections.

With the ability to work from any device and collaborate across multiple channels, Vonage contact centre Premier for Service Cloud Voice allows agents to focus on customers instead of technology.

“Our overall objective was to improve our business telephony solutions, but with the Vonage platform, we have also made our teams across the business more efficient by making full use of the capabilities available,” said Coleman.

“For example, we can now record the outbound calls as well as make voicemail drops to customers from our Home Delivery Network, which improves both our agent and customer experience.”

Coleman continued, “We’ve been seeing a 5–10% improvement in customer satisfaction as well as a similar level reduction in our inbound voice handle times since we’ve been live, and that’s partly driven by the effectiveness of the integrated solution. Our customers have been more satisfied, and that’s the reason we do what we do.”

This blog post has been re-published by kind permission of Vonage – View the Original Article

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Author: Vonage
Reviewed by: Megan Jones