Conversational Sales
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As E4CC continued to scale, it struggled to get a clear picture of overall performance as its businesses across Central and South America were operating in silos. It also needed to revamp its conversational support methods as resolution times were too high. For both, E4CC needed a solution that it could implement across the region.
E4CC had been working with a local SaaS provider but approached respond.io to see if a more effective strategy could be developed. The following solutions were implemented.
All contacts, channels and conversations for operations across Latin America were consolidated on respond.io for a single source of truth and seamless contact management. Operation efficiency of the online education service increased as agents now have inter-country access to sales and support channels for international students.
Meanwhile, managers can monitor agent load and performance in real-time from anywhere. A comprehensive reporting and analytics stack allows them to filter data to pick up on any anomalies and set team and individual agent KPIs (key performance indicators).
Initially, E4CC relied on Facebook, utilizing a global Facebook Page and individual country Pages for all customer communication. However, resolution times for support cases were prolonged due to slow customer responses.
Recognizing the effectiveness of its Facebook click-to-chat ad campaigns as the primary driver of new student sign-ups, E4CC, after consulting with respond.io, decided to retain the channel for sales use. They then integrated WhatsApp via a respond.io partner, transitioning support to WhatsApp, the preferred messaging app in Latin America.
This strategy allowed E4CC to maintain its high-traffic advertisements and simultaneously optimize both customer acquisition and support. Now, agents are not only able to respond to inquiries but also can send the first message using personalized templates or broadcasts to update students about their classes or accounts.
Agents used to assist contacts as they moved through the sales funnel. Respond.io enabled agents to segment contacts with tags and use Workflows automation to reduce manual intervention in the sales journey via automated messages and chat routing.
The support funnel was similarly automated. Instead of personally alerting an agent or team about specific support requests, respond.io assisted E4CC in implementing a precise routing system with a menu of support functions. Customers merely select a support function and are automatically assigned to an agent in the right team.
“Respond.io has revamped the way we operate at E4CC and the results speak for themselves. One of the things we really want to highlight is the support we receive from our Customer Success Manager at respond.io. Our journey with the team so far has not only been productive, but also a very pleasant one!” – Luis Castillo, E4CC
After uniting operations across the region on a single platform, E4CC noticed an immediate improvement in operation efficiency, contact management and communication speed and quality. The implementation of routing logic, for instance, has dramatically decreased first response time by 80%.
Choosing the right channels for conversational sales and conversational support also improved engagement, with support agents reporting faster resolutions over WhatsApp.
The ease of integrating channels encouraged E4CC to connect Instagram and Telegram as secondary channels for sales and support respectively. E4CC is now keen to explore voice calls on respond.io to truly unify all customer communication on one platform.
