LivePerson > Case Studies > Poder Comercial: Connecting with Distinct Audiences with Comprehensive Digital Engagement

Poder Comercial: Connecting with Distinct Audiences with Comprehensive Digital Engagement

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Customer Company Size
Mid-size Company
Region
  • America
Country
  • Mexico
  • Brazil
  • Colombia
  • Ecuador
  • Guatemala
  • Spain
Product
  • LiveEngage platform
  • Click to Chat
  • Proactive chat
  • Content targeting
Tech Stack
  • Live chat
  • CRM database
  • Mobile interface
Implementation Scale
  • Enterprise-wide Deployment
Impact Metrics
  • Customer Satisfaction
  • Productivity Improvements
  • Cost Savings
Technology Category
  • Application Infrastructure & Middleware - API Integration & Management
Applicable Industries
  • Telecommunications
Applicable Functions
  • Sales & Marketing
Services
  • System Integration
  • Software Design & Engineering Services
About The Customer
Poder Comercial is a mobile phone distributor that markets Telcel services to corporate accounts and consumer distributors throughout Mexico. Based in Mexico City, the company also has a presence in Guatemala, Ecuador, Colombia, Brazil, and Spain. The company focuses on two distinct markets: providing corporate mobile phone plans for companies of all sizes, and providing Telcel services to other distributors that sell to consumers. Poder Comercial prides itself on its culture of individualized customer connections and personalized service. The company had been considering live chat as a sales and customer service channel for several years, but wanted to ensure they got it right the first time. They conducted a market survey of digital engagement solutions, looking for a solution that went beyond rudimentary live chat to an intelligent and proactive engagement solution, and a demonstrably secure platform in a cloud-based environment.
The Challenge
Poder Comercial, a mobile phone distributor that markets Telcel services to corporate accounts and consumer distributors throughout Mexico, wanted to build on its reputation for personalized service by adding a live chat channel for sales and customer service. The company was looking for a solution that would provide an intimate, real-time engagement channel to support its corporate reputation for personalized service, increase sales in corporate and distributor accounts, and bring more efficiency and effectiveness to customer service operations. The company had been considering live chat as a sales and customer service channel for several years, but wanted to ensure they got it right the first time. They conducted a market survey of digital engagement solutions, looking for a solution that went beyond rudimentary live chat to an intelligent and proactive engagement solution, and a demonstrably secure platform in a cloud-based environment.
The Solution
Poder Comercial engaged LivePerson Partner Grupo Atención to deploy and manage a LivePerson solution with proactive chat and content targeting. The solution was deployed in March 2014, with both proactive chat and content targeting rolled out on both the public-facing site and the management console used by distributor clients and corporate phone managers. The initial deployment was something of a pilot, with only two agents devoted to the channel—one for sales and one for customer service. The team tested various aspects of the solution, including the placement and look-and-feel of Click-to-Chat buttons and proactive chat invitations, and the targeting rules for proactive chat. They also assessed various content targeting scenarios and created a smooth operational infrastructure. The Atención team met regularly with Poder during early testing of the solution, and after six months, they had mostly completed their testing and settled on the best operational strategy for Poder’s needs.
Operational Impact
  • Poder Comercial has seen 40 percent of its phone inquiries deflected to the more efficient live chat channel.
  • The company has seen an eight percentage point improvement in conversion rates over the phone channel.
  • Exit surveys sent through the LiveEngage platform show an 85 percent satisfaction rate for the live chat channel.
  • The company has plans to expand its agent force to 10—five for sales and five for customer service—to enable it to open weekend and late night hours for the channel.
Quantitative Benefit
  • 12% conversion rate for live chat, versus 4% for phone
  • 40% deflection of phone inquiries to live chat
  • 85% CSAT for live chat channel

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