This Is The Most Popular Channel For Luxury Buyers

luxury brands

Approche Sur Mesure group (ASM), the French Customer Service Centre specialising in luxury brands, recently published the 2018 benchmark of their 70 luxury and premium brands using 2,746,898 contacts.

Standing out from their data is the fact that despite e-commerce representing half those researched, the phone remains the most popular channel used by luxury customers.

ASM found that 53 per cent of their buyers choose to dial in over all other modes of communication including chat, email and social media.

There are multiple reasons both psychological and monetary as to why buyers prefer to hear a human voice, consumers attach emotion to goods that are considered more expensive because they are associated with social values.

“We will often purchase luxury items to show off to or gain acceptance from others and to reward ourselves for an accomplishment,” writes Investopeida.

The more money involved means higher stakes and due the steadfast perception that robots will mess up, it’s easier to relate to a human when both money and emotions are invested in a purchase.  

In addition to these findings, the group noticed an increase in customer complaints and pre-purchase calls. According to Approche Sur Mesure founder François-Xavier Poels, “this represents an opportunity for brands to catch up, to retain or convert new customers.”

These Call Metrics Can Help Contact Centres Reach Their Goals

Call Metrics

Customer expectations are changing as we move into a primarily omnichannel way of doing business. Calls are still a vital line of communication but they are arriving from multiple ports. That’s a lot of data to collect.

Currently, callers only want to wait 15 seconds in IVR (Interactive Voice Response), 20 per cent of these calls are abandoned if kept waiting too long and a whopping 43 per cent prefer talking over chatbots.*

This means in order to succeed, B2C contact centres need to consider collecting more than a few call metrics to create accurate and actionable KPIs.

What are contact centre KPIs?

Contact centre KPIs are the key performance indicators every cloud contact centre should examine closely in order to achieve set goals within different time periods. These differ according to the company and measurements alternate based on the channel. With that in mind, we’ve gathered a few call-based metrics we think are important to pay attention to.

Call length distribution

Call length distribution determines the lengths of calls over the most common intervals. So if a centre is seeing a high number of calls lasting 30 – 60 seconds out of all their calling interactions that day, it’s likely that such a time frame is the most ideal.

Don’t listen to the chatter. Call length IS vital to determining how efficient your service is, the optimal length really depends on your business goals and the type of product being sold, an automotive shopper in the final stage of their consumer journey will want to speak longer than someone just asking about store opening hours.

However, understanding the most common call length within a specific contact centre can greatly restructure the way calls are approached and how to create an effective and rewarding experience for the caller within the perfect amount of time for them.

Call events per visitor device

In a multi-channel environment, this is a good KPI to follow. Call events per visitor device simply indicate how many calls originated from either a desktop or mobile. Knowing the type of device being used predominantly by customers can provide more visibility for marketers when it comes to accurate device targeting.

Call events

This determines answered and missed calls over a set period of time. A low missed call rate is a good KPI to reach for.

A few ways to avoid missing calls is by implementing a system of cascading or routing calls based on context. Every caller has an interaction history behind them. Using key touchpoints within their journey to create a clear picture of intent is a great way to send the call directly to the right people and avoid missed opportunities.

Want to know more about building context?

Via: *Freespee Data.

Want To Recover 81% Of Lost Sales Opportunities? We Know How.

There is a giant misconception about calls and customer service. As millennial expectations seep into the commerce environment, more and more brands are relinquishing voice data in favour of clicks, shares, and views.

In fact, “61% of mobile searchers state that click to call is most important in the purchase phase of the shopping process,” states a study by Google. Customers want to talk on the phone.

With this awareness, giants like Facebook are utilising call data more with click-to-call ads on their platforms to push offline sales.
But we know what you’re thinking; what if those calls are missed? Isn’t it more comfortable to rely solely on channels like email which are automated to answer customers?

Nope. New technology has been developed to ensure that missing a call never happens again and allows businesses to lean a bit more on the value of an old friend, the telephone.

Abandonment recovery (AR)

Any customer-facing enterprise knows that communication is vital – especially in a world where most of society is firmly attached to mobile phones – missing a call is akin to losing a chunk of potential revenue. According to Freespee data, 40% of customers abandon during the first 60 seconds of a call. Worse yet, if they aren’t called back within three to four weeks, a potential buyer will never use the service again. That should never happen, particularly in the automotive sphere where margins are high and time is limited. This is where a tool like abandonment recovery comes in.

The benefits of abandonment recovery

Probably the best part of abandonment recovery solutions is the opportunity to recover every lost sales opportunity. Freespee customers have at times seen 81% recovery rates from abandonment messaging.

Integrating this sort of data into the rest of your sales and marketing stack offers pretty cool opportunities too – a Qubit study found that implementing abandonment recovery into a businesses CRM stack creates a 1.1% uplift in RPV (revenue per visitor).

Another positive of AR is the more holistic approach it brings to the brand/vendor/buyer relationship. For example, say an automotive brand isn’t sure of how customers (i.e. leads) are being managed when they leave the website and call the dealerships. A vast majority of a car salesman’s time is spent on the floor interacting with walk-ins, leaving call opportunities vulnerable. Abandonment recovery can ensure that any calls coming in during the dealership’s peak times are not ignored but that the customer is given an opportunity to reschedule the call at another time. With this process, the customer’s expectations of the brand and the dealership are managed and their experience is not broken. Both the vendor and brand can breathe a sigh of relief knowing that a vital buyer connection isn’t lost.

Freespee’s ACR – how does it work?

Obviously, we’re huge fans of abandonment recovery as we see its benefits amongst so many of our customers. That’s why we’re super happy to announce the latest update to the AR workflow.

From today, Freespee’s Abandonment Recovery workflow allows our client’s customers to reschedule time and date for a callback in the event that a call was missed or abandoned.

This puts to pasture legacy IVR systems which leave callers languishing in long call queues until finally they are connected to an agent who has little idea of how they got there or what they want to discuss.

You basically want to manage that calling customer’s experience – to allow them the opportunity to reschedule at a time that suits them. With this workflow, you are able to send callers an SMS post-abandonment (or missed call) to apologise for missing the call and requesting they set up a time to be called back.

The SMS is totally customisable and contains a link to a landing page where they can select a date and time for the callback or unsubscribe from the SMS service.

Most exciting, however, is what happens when the time of the call comes. Freespee are able to automatically connect the caller and your agent at the time of the call! This means you are able to continue tracking the outcome of the call and any subsequent conversion.

In conclusion, voice is the future of customer interactions and building a system to ensure every call is valued and coveted should be a priority for any digital business. We’ll leave with a classic film quote we wholeheartedly believe applies here, “nobody puts phone calls in a corner.”
Via: Google Think, Qubit, Freespee

To find out more about our Abandonment Recovery workflow, please speak to your Customer Success Manager or email us.