How Virgin Media built the machine to increase digital sales conversions using a customer- and agent-first approach
公司规模
Large Corporate
地区
- Europe
国家
- United Kingdom
产品
- LivePerson’s Conversational Cloud platform
- Intent Manager
- Performance Optimizer
- Conversation Assist
技术栈
- Chatbots
- Web-Messaging
实施规模
- Enterprise-wide Deployment
影响指标
- Revenue Growth
- Productivity Improvements
- Customer Satisfaction
技术
- 应用基础设施与中间件 - API 集成与管理
适用行业
- 电信
适用功能
- 销售与市场营销
用例
- 对话机器人
服务
- 软件设计与工程服务
- 系统集成
关于客户
Virgin Media UK is a leading telecommunications company in the United Kingdom. The company offers a range of services including broadband internet, television, and mobile services. Virgin Media UK is part of the larger Virgin Media company, which operates in several countries around the world. The company is known for its innovative approach to telecommunications, often being at the forefront of new technologies and services. In this case study, the focus is on Virgin Media UK's digital sales team and their efforts to optimize digital sales conversions for the business.
挑战
Virgin Media UK aimed to optimize digital sales assisted conversions for the business. The initial setup involved launching web-chat to support its digital operations, with 100% of journeys being human agent driven. The first bot went live on Black Friday 2018, marking a milestone for the team and the start of an accelerated innovation path. The pivot to web-messaging came in spring 2019, which led to the scaling of automation, delivering 1 in 5 sales made online. The challenge was to find the right balance between the agent’s ability to close and convert sales, customer satisfaction (CSAT), and automation.
解决方案
Virgin Media UK used LivePerson’s suite of tools as part of the Conversational Cloud platform, including Intent Manager, Performance Optimizer, and Conversation Assist, to help identify opportunities to make incremental improvements. The team focused on achieving the highest possible sales conversions across campaigns while maintaining a strong CSAT score and agent efficiency. Automating parts of the sales conversation delivered clear efficiencies and freed up Virgin Media’s agents for the highest value and more emotive parts of the conversations. In early 2022, Virgin Media added a new tool to support agents — Conversation Assist — to address particular pain points such as capturing accurate customer product requirements, relaying terms and conditions of sale, and gauging customer’s insurance needs relating to mobile device purchase.
运营影响
数量效益
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